Nothing sends up red flags quicker than someone saying “Trust me. ” It’s the same as “Honestly, I swear, it is the truth! ” You can’t construct trust by demanding this — the more you talk about it, the less credible you sound.
Building believe in takes continued action with time. It’s always a work in progress and it’s extremely fragile.
Brands need to focus on building that credibility using their audiences. In the 2020 Edelman Trust Barometer report , 53% of respondents ranked trust as being a deciding factor in purchase decisions, second only to affordability. The report also found trust is really a crucial indicator for consumer loyalty, with half of participants saying it played a major role.
But here’s the challenge: less than half of those surveyed — in 11 countries around the world — said they believe in major brands.
As content entrepreneurs, we should be helping build that will relationship. And there’s great news on that front! Marketers are no longer the least trusted supply of information.
We’re now the second least trusted . Politicians are the 1 institution with less trustworthiness.
Okay, enough doom plus gloom. Here are six methods B2B content marketing may build trust with your buyers.
I’ve divided this list in to two sections. The first 3 are table stakes — these are things that brands should already be doing, that will customers expect and requirement. The second three are methods to kick that trust up to the next level.
1 — Honesty
You can’t get more basic in building trust than not lying to would-be. Your content should never attempt to deceived or misdirect your audience. This includes claims about your solution, or your competitor’s solution.
I would extend the meaning beyond product, though, to the quality of the content alone. If you promise practical, important content but deliver a sales pitch, that’s dishonest.
2 — Transparency
It’s not exactly what you say that can damage trust; it’s also what you do not say. For a business, which could mean using consumer information without their express consent. It can be as major since covering up a scandal, or as small as deleting bad reviews.
In the Information Age group, anything hidden will ultimately be brought to light. If your business is lacking transparency, it will be discovered — and trust will require a serious nose dive.
three or more — Consistency
Customer experience expert Shep Hyken says the secret to creating a crazy fan is to consistently exceed expectations. It’s the “consistently” part that makes all the difference. For B2B content, which means establishing a regular cadence with regard to publishing high-quality content plus continually following through.
It is much better to publish one incredible content piece a month compared to four mediocre ones. Established your content calendar to a level of commitment that combines regularity and 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”]
4 — Utility
We all know that content needs to have value for your audience. That’s a given; you’re asking for their attention, so that you should reward it. Simply by ‘utility’ I mean offering value that goes beyond the narrow context of your brand’s solution.
Great B2B articles can help your buyer impress their boss, do better from their job, or obtain that next promotion. If you consider the broader context of their lives beyond their conversation with your solution, you can find a number of opportunities to help.
Even if your content isn’t pointing people directly at your “request a demo” link, if it has genuine utility, it will build rely on with the brand. That’s the type of long-term relationship building that will absolutely serves a business objective.
5 — Sincerity
Do you care about the people you’re marketing and advertising to? That may feel like a loaded question. Of training course we care about these folks, right? We’re practicing empathy and building personas and personalizing content and we’re carrying it out all for them.
But do you sincerely want these people to succeed, to be happy and content material? Do you genuinely believe your articles will help people achieve these goals? If you can say ‘yes’ to the above, that decency and sincerity will come glowing through in your content.
6 — Purpose
A few more data to round things out there: In the Edelmant Trust Measure survey, 60 percent of shoppers in the U. S. state they would buy or boycott based on whether a brand talks out on racial injustice. Nearly half said they value a brand’s impact on environmental surroundings.
Utility and sincerity in content are about viewing the audience in the broader context of their lives. Objective is about seeing your brand name in the broader context from the world we live in. What is your brand doing to help make the world a better place? How do your content support and enhance those efforts?
Marketers are usually natural-born storytellers. We can use that superpower to tell stories that desperately need to be noticed. For a quick source of motivation, check out Lush’s Instagram profile . Right next to playlists about their bath and body items 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 associated with raving fans who talk about Lush’s values.
Rely on is one of the key ways your own brand can differentiate alone to win business, build relationships, and create raving supporters. But you can’t simply request that trust: It has to be continually earned. Content marketers are in the best position to do that work — if we decide to take up the challenge.
Want to learn more? Check out these content marketing insights from the latest CMI benchmark report.