Building trust with your audience is one of the best things that you can do to growing your business. A big way to do that is through your content marketing efforts. Not only can building trust increase your sales and attract your dream clients, it can also be instrumental in building community. If you’re interested in the five ways that you can build trust amongst your audience through your content marketing keep reading.
- Be authentic and personable
- Create relevant content
- Focus on providing educational value instead of just promotional content
- Provide social proof of the transformation
- Don’t limit your content marketing strategy to social media
Humans are very receptive to the content that is being put in front of them. If it’s made to entertain and educate, they can sense that. Likewise if its content that seems more scammy and disingenuous, they can also sense that too. Your content should be a reflection of the core parts if your brand strategy such as your mission, your vision, and your brand values.
Being authentic doesn’t mean you have to share everything about yourself or what is going on behind the scenes. However, it should show more of who you are not just as a business owner but as a person as well. Humans trust the people behind their businesses and not just the business itself. The opportunities that will open up for you because you are authentic will outweigh any opportunities you get because you didn’t put your best foot forward.
Create Content that is Relevant
When it comes to creating content consistently, it has to align back to your business goals and objectives. You also need to make sure that your content aligns with your ideal clients. Are you making sure that the content that you’re creating speaks to your ideal audience’s pain points? Is the content timely with what’s going on within the industry or in the world? Does the content showcase your expertise and what you’re selling?
If you answered yes to all of these questions, then congratulations your content marketing strategy is building trust with your audience. If you answered no, then its time to rework your content marketing strategy to better align with your business. Your content marketing strategy needs to be the stepping stone to your offers and services.
Focus on Providing Educational Value instead of Promotional Content
Content marketing serves two purposes: 1. providing educational value and 2. promoting your offers and services. It might seem easy to always talk about what you do for your clients, what you’re offering, and aim to funnel people into those offers. However, your content marketing strategy should really focus on educating your audience members and enabling them to try and do whatever it is that you’re offering themselves because this will help you build trust.
Educational content showcases your expertise and also can speak to your audience members who may not be aware that they need your offers and your services. Educational content also helps you build authority which is instrumental in building trust with your audience. By refining your content marketing strategy to showcase more educational content, you’re showing that you know what you’re talking about and that you can guide your future clients to their solution.
Provide Social Proof of the Transformation
When you’re offering a premium service or offer, people want to know whats in it for them. Your content marketing strategy should show that you get results for your clients and what its like working with you. Take your audience members behind the scenes of your process. Let them in on what its like for you to deliver your services and your offers. Show your audience members whats possible when it comes to working with you.
This ties back to understanding the value of your offers. Your content marketing strategy should showcase how your offers took them from one pain point to a transitional happy point that allows them to continue to grow and build their business. To leverage your content marketing strategy to build trust with your audience, position your ideal client as the hero within their story.
Don’t limit your content marketing strategy to social media
Social media is a great way of attracting your audience, but the customer journey shouldn’t stop there. Your goal should be to drive your audience members on social media to your email list so that you can better nurture them through segmenting your list or also even providing a space for you to express more about what is is that you do.
Also beyond social media platforms like Instagram, Twitter, and TikTok, you should be focusing on long-form SEO based platforms like YouTube or your blog. Creating content that is optimized for search is a great way for you to generate new leads on autopilot, meaning without you having to always be online 24/7 to generate leads. SEO based platforms also have a longer shelf-life meaning that your content has the potential to still be seen and viewed months after you posted it. Your content marketing strategy should enable you to increase your brand awareness through your content across multiple platforms.
If you’re ready to start creating content that consistently builds trust with your audience and aligns to your business goals and values, it’s important that you have the right foundational pieces in place. Take the Content Assessment to get your own personalized score as well as tips and resources that can help you take your content to the next level.