November 28, 2017 Sid No Comments on 4 Ways to Build Trust through Your Content
4 Ways to Build Trust through Your Content
Customer trust plays a major role in the success of brands and businesses and it is why they continue to exist. Getting your audience to trust your brand and your product can be difficult especially for startups and small businesses that do not have as much exposure and marketing activities as the big brands. Add to that the people’s skepticism and critical discernment that influences their buying process and affects the way they decide whether or not to trust the content being marketed to them.
However, you don’t need to have a big marketing budget to gain your prospects’ trust and to build a lasting relationship with them. After all, the trusted, well-known businesses today started small, too. You just need to use the power of words to sway your audience into having a stronger level of trust in you and nourish that relationship to gain loyalty.
Content is and will forever be king; don’t let your copywriting efforts, online and print, go to waste. Make sure they reach your intended audience and hit all the right spots. Here are the ways you can build trust through your content.
Write relatable and shareable content
To make your content relatable to your audience, it should address their needs in a way that will hook and engage them, and eventually, make them look forward to more of what you have to offer. To create the right content, the important steps to take include defining your target audience – both your buyers and your readers, using the best format that your audience enjoys (such as videos, presentations, case studies, blogs, infographics), writing eye-catching headlines, and making the content more enjoyable to consume by adding visually engaging content like images and videos. Most importantly, make your content customized to your audience. Generic content is bland and will make your readers move on to find better content.
Word-of-mouth marketing is proven to be a powerful way to gain wider exposure and to get new prospects. In relation to content, people are more likely to trust content that is new to them when they are shared or created by someone they know. Make sure that you write shareable content by covering information that may be lesser known to most people. Another surefire way of engaging your audience is by tapping into their emotions; you can inject humor or a touching story to your content, or start a discussion about pressing matters or about the news and other currently popular topics.
Quality over quantity
Even SEO standards require that content should flow naturally and not just stuffed with keywords. While it is also important that you provide new content regularly, focus on creating professionally-written content. Producing content every day is useless if their quality is poor. Make sure your content is free of technical and grammatical errors, is easy to read, contains useful and enjoyable information, is original and fact-checked, cites credible sources, and provides realistic examples.
A great way to earn credibility is by being consistent. Consistency allows your audience to know what to expect from you. Consistency also suggests professionalism. Be consistent in uploading content and in your content’s tone or approach.
Creating a content calendar helps you get ahead of the game. Plan your posts in advance – the frequency and schedule, the topics, and the order they are published. Having a plan allows you to curate and improve your content by doing advance research and planning. A content calendar is also great for planning a series of related posts; distributing and planning the content for a series is better done ahead of time instead of just doing it on a whim.
Consistency in your content’s tone or approach also boosts trustworthiness and credibility. Content that seems to have different personalities in every post is off-putting. Even if you have different people writing the content, your brand ethos should still prevail. Define your brand persona and make it consistent across all your content. Additionally, define your brand’s tone and approach depending on your target audience; should you take a casual and conversational approach, or should you go for a more formal tone?
To help with consistency, you should have a brand style guide that contains guidelines on your branding and corporate identity. It defines the correct visual elements and colors to use, as well as the language, tone, and voice that should be consistent across all communication materials.
Creating and marketing content is a process that requires careful planning and thoughtful consideration. There will be times that your team will be busy with different priorities that there will only be little time to allocate for producing content for your company. And while focusing on your respective responsibilities in growing your business should always be the top priority, content marketing should not be neglected, as it’s the first step to getting attention for your brand.
Outsourcing content creation is an efficient and cost-effective way to get help with having high-quality content produced and published consistently. MicroCreatives has a team of copywriters who are skilled, knowledgeable, and experienced in writing different content for different purposes and for different industries. We study your brand and perform thorough research about the provided topics to ensure consistency in voice and style.