Nothing transmits up red flags faster compared to someone saying “Trust me. ” It’s the same as “Honestly, I swear, it’s the facts! ” You can’t build trust by demanding it — the more you talk about it, the less credible you sound. Building trust requires continued action over time. It is always a work in progress and it’s incredibly fragile. Brands need to work on developing that credibility with their audiences. In the 2020 Edelman Trust Barometer report , 53% of respondents ranked trust as a determining factor in purchase decisions, 2nd only to affordability. The document also found trust is a important indicator for customer devotion, with half of respondents saying it played a major role. But here’s the challenge: less than half of those surveyed — within 11 countries across the globe — said they trust major brands. As content marketers, we ought to be helping build that romantic relationship. And there’s good news on that front! Advertisers shall no longer be the least trusted source of information. We’re now the 2nd minimum trusted . Politicians are the one organization with less credibility. Okay, enough doom and gloom. Here are six ways that B2B content marketing can build trust with your buyers.
6 Trust Builders via B2B Content Marketing
I’ve divided this listing into two sections. The very first three are table buy-ins — these are things that brand names should already be performing, that customers expect and demand. The second three are ways to kick that trust up to the next level.
Base Level Trust Builders
1 — Integrity You can’t get more basic in building trust than not lying to potential buyers. Your articles should never attempt to mislead or even misdirect your audience. This consists of claims about your option, or your competitor’s answer. I would extend the definition beyond product, though, to the high quality of the content itself. In case you promise practical, valuable content but deliver a sales hype, that’s dishonest. 2 — Transparency It’s not just what you say that can damage trust; it’s also what you don’t say. For a business, that could imply using consumer data with out their express consent. It can be as major as covering up a scandal, or even as small as deleting negative reviews. In the Information Age, everything hidden will eventually end up being brought to light. If your business is deficient transparency, it will be found out — and trust will take a serious nose dive. 3 — Consistency Customer experience expert Shep Hyken says the secret to creating a raving enthusiast is to consistently exceed requirements. It’s the “consistently” component that makes all the difference. For B2B content, that means establishing a regular cadence for publishing high-quality content and constantly following through. It’s far better to publish one amazing content material piece a month than four mediocre ones. Set your content calendar to a level of commitment that combines consistency plus quality. [bctt tweet=”“It’s much better to publish one amazing content piece a month than four mediocre ones. Set your content calendar to a level of commitment that combines consistency and quality.” — Joshua Nite @NiteWrites” username=”toprank”]
Next Level Trust Builders
4 — Utility We all know that articles needs to have value for your viewers. That’s a given; you’re asking for their attention, so you ought to reward it. By ‘utility’ I mean offering value that will goes beyond the filter context of your brand’s option. Great B2B content can assist your buyer impress their boss, do better at their own job, or get that will next promotion. If you think about the broader context of their life beyond their interaction together with your solution, you can find all sorts of for you to help. Even if your content isn’t pointing people straight at your “request a demo” hyperlink, if it has true application, it will build trust with all the brand. That’s the kind of extensive relationship building that completely serves a business purpose. five — Sincerity Do you worry about the people you’re marketing in order to? That may feel like a loaded question. Of course all of us care about these folks, right? We are practicing empathy and constructing personas and personalizing content and we’re doing it most for them. But do you sincerely want these people to succeed, to be happy and content? Would you genuinely believe your content will help people achieve these goals? If you can say ‘yes’ towards the above, that decency and sincerity will come shining through in your content. 6 — Purpose A few more statistics in order to round things out: In the Edelmant Trust Barometer survey, 60 percent of consumers within the U. S. say they might buy or boycott based on whether a brand speaks from racial injustice. Nearly fifty percent said they care about a brand’s impact on the environment. Utility and sincerity in content are about seeing the audience in the broader framework of their lives. Purpose is about seeing your brand in the broader context of the planet we live in. What is your own brand doing to make the world a better place? How can your articles support and amplify individuals efforts? Marketers are natural-born storytellers. We can use that superpower to tell stories that desperately need to be heard. For a quick source of inspiration, have a look at Lush’s Instagram profile . Right next to playlists about their bath and body products are lists tagged “Take Action” and “Decolonize. ” Their purpose is an integral part of their brand. This approach may alienate a few potential buyers, but it inspires a community of crazy fans who share Lush’s values.
Don’t Allow Your Trust Fall
Trust is one of the key ways your brand can differentiate itself to win business, build relationships, and create raving fans. But you can’t just ask for that trust: It has to be continually earned. Content marketers are in the best position to do that work — whenever we choose to take up the challenge. Want to learn more? Check out these content material marketing insights from the most recent CMI benchmark report.
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Source: toprankblog. com