How To Build Trust With Your Audience Through Content Marketing

Today’s customers want companies that build institutional trust by acting as an agent to resolve problems the customer can’t solve on their own. So how can you accomplish this for your company? The top way is through your content. Let’s dive into current trust trends and how to develop trust through your content strategy.

What are current trust trends for brands?

Consumers have shown a higher trust in small businesses rather than large corporations. Much of this has to do with a small brand’s ability to have better direct connections with customers through customer service and curate niche experiences in-store or online.

That doesn’t mean bigger businesses can’t build trust. Consumers have shown a level of trust for larger companies with consistency, processes (like returns), and durations of product or service guarantees. But often, bigger companies struggle to build brand trust because of poor customer service and lack of transparency.  

How can your brand build customer trust?

The best way to develop consumer trust is through your content strategy.

What is a content strategy?

A content strategy is a framework outline of how you plan to create content. It focuses on planning, creation, delivery, and management of content that includes written copy, images, and multimedia. Your content strategy should have 3 parts: brand focus, user experience, and content distribution. 

How do you use your content strategy to build trust?

To build brand trust through a content strategy, you need to:

• Create authentic connections

• Develop relevant content

• Have transparent and honest communication

• Focus on value

Make authentic connections with customers.

Over 90% of consumers said they value authenticity and want to feel a personal connection with a brand. 

To create an authentic connection and build brand trust, you need to have a consistent brand voice, great customer service, and responsive communication on content channels. For instance, if you received negative feedback, it’s important to address that feedback directly with your customer. If your company made a mistake, own the mistake – customers will appreciate your brand trying to make it right.

With a well-built content strategy that focuses on the user experience, you can provide reliable interactions that produce genuine experiences and develop trust.

Create content relevant for your brand’s audience.

61% of consumers indicate a brand’s custom content directly influenced their buying decisions. So it’s important to not create content for the sake of social media and search engine algorithms. Create content because it’s relevant, helpful, and of quality.

Relevant brand content will connect with your customers by highlighting your services or products, explaining your mission, and providing meaningful information. To accomplish this, ask:

• What are your customer’s pain points? How can your business help solve this for them?

• What is your audience’s reason for reading your content?

• How can you offer value beyond your products or services?

• What platform will your customers use to take in this content? How will your content cater and be relevant to that platform (i.e. LinkedIn vs. Instagram)?

Relevant content will consistently focus on relationships rather than conversions. And when you develop a strong presence on social media with a solid content strategy, you’ll establish your audience’s trust in your brand.

Be transparent and honest with communication.

Transparency and honesty look like communicating with customers when you’re experiencing issues and taking responsibility for any problems. Additionally, it’s important to respond to all customer contact – both positive and negative – and do it quickly. 

Transparency can also come from sharing customer stories and social proof from reviews, social media comments, and testimonials. Integrate this information into your content strategy by regularly sharing it through your newsletters and social media. 92% of consumers trust recommendations from friends – so let your customers act as your brand ambassadors.

Focus on value and not just promotion.

To remain authentic, honest, create relevant content, and build trust, your content strategy shouldn’t only focus on boosting your brand. It also needs to focus on educating customers on insights in your industry or a specific topic, and expert advice on particular pain points.

To do this, you need to understand what makes your brand different and lean into that difference by adding the best value you can for your customer. And continually add value by keeping your company’s promises on service, quality, and process – and do it reliably.

For example, if you have a doggy daycare, your content shouldn’t just focus on getting customers to sign up for your services. You can add value by providing information on dog holiday safety tips or how to welcome a rescue into your home. And when you do this consistently, you’ll become your customer’s source for all things dog related.

Let Art in Facto help you build your brand’s trust!

At Art in Facto, we consider ourselves content artists who create high level content campaigns that are specific to our clients and target audience. We will craft you a custom content strategy that will build lasting brand trust and prioritize customer’s needs by offering valuable content to move you beyond transactional relationships.

Contact us for a consultation.