How to Use Content to Build Trust With Your Audience
Your customers are, quite literally, inundated with information constantly. While estimates vary, there are somewhere in the neighborhood of 2 million new blog posts popping up every day. That means your content marketing strategy has to go beyond 500-word posts. Also, your social media posts have to do more than merely promote your products. Today, content should be a bridge between you and your customer and a vehicle to build brand trust for your company and products. Demonstrating that you are not just an authority, but the authority, in your niche lets buyers know they can trust the quality of your goods and your customer service, and as a result, are more likely to share that content with their online community.
“How Does This Benefit My Customer?”
Remember, your customer is more distracted now than ever. No matter what demographic you’re targeting, the minute someone picks up a smartphone or opens a laptop, information comes pouring in. Here’s a secret: creating content to build trust is the key to grabbing their attention.
“How does this benefit my customer?” is maybe the important consideration to consider before you build your strategy or create your editorial calendar. Successful content marketing campaigns work when you’re truly taking your audience into consideration. Your brand doesn’t always have to be front and center of every video, blog, or sponsored post. Try looking objectively at every piece you create and think, “Would I want to share this?” If you always address content marketing from the perspective of your customers — your busy, constantly distracted customers — they are far more likely to engage with it and enjoy it.
“How to Content” Creates Instant Brand Authority
Every company needs to tell its own story in a refreshing, authentic way. How your brand message and your story translate to customers needs to be sincere if they’re going to inspire loyalty and return visits. As you’re building your plan, look for creative ways to help your customers understand not just how and why to use your products but also to provide them with advice and ideas for their lives in general.
Lifestyle brands can share original recipes or outdoor adventure guides. If you sell pet products, short articles about seasonal pet care or potty training advice reinforce the trust factor. Consumer electronic products sites should create free product reviews and buying guides that educate people. Simple how-to videos that may involve your products but not necessarily focus on them directly, can really help your search results. For example, if you sell household cleaning supplies, create a video that shows how to remove grease stains. For sites that sell women’s cosmetics or clothing, videos that feature you or your staff during hands-on demonstrations about how to follow the newest trends is a good example of how using content to build trust can win over a new customer.
Authoritative Content Asks for Nothing in Return
Customers expect to see a call to action (CTA) on every single web page and email they receive. It’s a given that you have “buy now” buttons all over your site. But to build brand trust, create campaigns that don’t ask anything from your customers. When you promote a new blog, create fun and catchy headlines that don’t include a single mention of a product.
For example, you may not sell iPhones, but you do sell accessories. An entertaining 600-word post called “10 Easy Ways to Use Siri” may engage a user more quickly than a banner advertising a special promotion or discount on an iPhone case. These types of posts also make you a brand authority in your industry. Find inspirational stories that relate to your field, and post other articles you enjoyed reading that you think will educate and inform your buyers.