Content marketing is a delicate chasm to be crossed between you and your customers. Businesses generate articles, blog posts, email content, tweets and videos in the hopes that it will go viral. We constantly push information out to the digital world hoping, not only on a personal level but also on a business level, that someone—anyone—will grab a hold of it and show interest. When creating content for your company you may think, ‘My product or service is superior and if I just communicate that to my audience, they’re bound to buy from me, right?’
It’s time to evaluate how you’re communicating to your customers. Have you thought about the ROI for each piece of content you’ve created? Are you satisfied with your current content campaign? If you’re not sure how to answer these questions, the answer is quite simple. Your customers don’t trust your content.
Trust shouldn’t be marked in your brand or tagline, it’s something you must earn a little at a time. Building trust over time isn’t as difficult as it may sound—because fundamentally, the core practices of trust remain the same regardless of your business. And after you know and understand the principles of trust, you can apply them throughout your digital marketing campaign.
1. You accumulate trust over time.Call it momentum. Call it movement. Call it incremental. However you look at it, smart organizations understand that trust must be built on a solid foundation and built from the ground up. If you want to make a connection with your customers and earn their trust, you have to continually work to get there and address their needs in a reliable manner.
2. It’s a challenge to gain trust, and easy to lose it.
Many consumers are more likely to base their buying decisions on the recommendations of their friends and families. That said, it’s important to have quality customer service and quality product. From there, you can begin to develop relationships and build trust with your customers. Just know that their trust is delicate. So, as you begin to gain it, be careful not to lose it.
3. Build authenticity into your content
People aren’t as dumb as you may think. They can tell when a brand and its messaging is genuine and when it’s fake. If you deliver inconsistent, unclear or false content, your customers will know. When you communicate in a transparent and authentic way, consumers will appreciate your willingness to be true to who you are.
Regardless of the industry you’re in, good business is built on trust. Earning trust through authentic messaging and patience are key to growing a strong customer base, brand loyalty and longevity. It won’t happen overnight, but once your customers begin to look at your brand as a trusted source, you will see the benefits of delivering reliable content.
It’s time to evaluate how you’re communicating to your customers. Have you thought about the ROI for each piece of content you’ve created? Are you satisfied with your current content campaign? If you’re not sure how to answer these questions, the answer is quite simple. Your customers don’t trust your content.
Trust shouldn’t be marked in your brand or tagline, it’s something you must earn a little at a time. Building trust over time isn’t as difficult as it may sound—because fundamentally, the core practices of trust remain the same regardless of your business. And after you know and understand the principles of trust, you can apply them throughout your digital marketing campaign.
1. You accumulate trust over time.Call it momentum. Call it movement. Call it incremental. However you look at it, smart organizations understand that trust must be built on a solid foundation and built from the ground up. If you want to make a connection with your customers and earn their trust, you have to continually work to get there and address their needs in a reliable manner.
2. It’s a challenge to gain trust, and easy to lose it.
Many consumers are more likely to base their buying decisions on the recommendations of their friends and families. That said, it’s important to have quality customer service and quality product. From there, you can begin to develop relationships and build trust with your customers. Just know that their trust is delicate. So, as you begin to gain it, be careful not to lose it.
3. Build authenticity into your content
People aren’t as dumb as you may think. They can tell when a brand and its messaging is genuine and when it’s fake. If you deliver inconsistent, unclear or false content, your customers will know. When you communicate in a transparent and authentic way, consumers will appreciate your willingness to be true to who you are.
Regardless of the industry you’re in, good business is built on trust. Earning trust through authentic messaging and patience are key to growing a strong customer base, brand loyalty and longevity. It won’t happen overnight, but once your customers begin to look at your brand as a trusted source, you will see the benefits of delivering reliable content.
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