Using Content Marketing to Build Brand Trust

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Brand Trust

Content marketing is now bigger than ever and has been rapidly embraced by the majority of agencies and in-house online marketing teams across the globe. Content creation was recently ranked as the single most effective SEO technique and marketers have jumped on it. The problem however, is that people are rushing into this new online strategy before thinking about why they are really doing it and how they are going to use it to achieve their objectives.

Of course there are the obvious reasons for developing a content marketing strategy, including making sure you come across as a thought leader in your industry by providing regular up-to-date content on industry news. There is also the point of telling your own brand’s story through content that you put out in your news section and the ability to promote your brand’s products and services in a more engaging way.

Having a well thought out content marketing strategy is all well and good, but without a trusting audience who are loyal to your brand you almost need not bother. As individuals, we are aware that the connection and trust we have with a company plays a large part in whether we are then likely to work with them or buy from them.

The Foundation

Content marketing is all about creating and sharing free content that is valuable to your audience and will attract new customers and retain existing ones. The content your brand needs to be sharing should be related to your industry so that you can help and educate others, this will encourage people to trust you and once you have their trust then they will work with you.

Over 2 million blog posts are published every day, which means that readers these days have a huge choice of what they read and that’s before you consider all the content sent through social media channels such as Twitter and YouTube. With a high level of content overload, it is important to make sure that your content marketing strategy makes you stand out from the crowd.

Too many content marketing strategies focus on quantity over quality, but really it comes down to making sure the content you produce is going to build a trusting relationship between the brand and the audience.

Customise Your Content

A huge 61% of consumers said that they felt better about a company that delivered custom content and would be more likely to then buy from that company. This demonstrates just how important it is to be creating unique content that is directly suited to your industry and audience.

Custom content is about really demonstrating to your audience that you have them in mind with every blog post you write or every video you create – make sure you have fully analysed your audience and that you are working to their interests. If you know the majority of your audience want to read your content via email or want to watch it on a video, then make this option available. This will help build trust just by the fact that they will be regularly seeing content aimed at them.

Promote Content Wisely

While content promotion is crucial to ensure what you’re producing is being seen, there is a very fine line between making your audience aware that you have created something new for them and spamming them with links to your latest blog post.

Find out which channels your audience is most active on and promote your content through them. For social networks such as Twitter, there are tools available that will tell you what days and times your followers are most active and when previous content you have promoted has been successful. Using this information you can then schedule content at the most beneficial time without pushing it out too often.

Engage, Engage, Engage

Trust is built through communication and as a brand it is very important to make sure you are regularly engaging with not only your audience, but also influential people within your industry – 36% of people trust brands more when they have a social presence. Don’t send automated replies and comments to those who reach out to you, send them a nice thank you message if they have shared your content, or offer them advice if they have a question related to your industry.

Make sure that you are easy to find. Where you can, promote your social media channels and forms of contact available to your audience. Being open about how people can engage with you will really encourage a high level of trust. Demonstrating yourself to be a personable brand will give your business a human touch and reassure your audience that there is a person behind all the blogs and social media accounts and that person really is interested in them, not just purely for sales reasons.

Analyze & Strategize

Once you have set out your content marketing strategy and implemented it for a certain amount of time, the most important thing is to then go back and analyze its success. What might sound like the best strategy ever may not actually work for your brand and may need reworking.

The type of content you initially thought might interest and engage with your audience might actually have no effect, so there is no point in continuing down that path. Once you have analyzed your results it’s time to re-strategize. If a certain style of content is receiving a high number of shares and engagement, then focus on producing more content like that, don’t waste time on the pieces that aren’t working.

Trust is not usually something that is given to a brand over night, it takes time and effort to build, but it is totally worth the hard work. When brands and consumers have a trusting relationship everything else will slide into place – sales and conversion rates will grow and brand promotion will happen more naturally.

Image Source: James Bell at MySocialAgency

Anna Francis

Anna Francis

Content Manager at Search Laboratory
Anna is the Content Manager at Search Laboratory. She has worked in the digital industry for 5 years as a copywriter and content specialist. She loves writing, developing creative ideas, and tweeting the day away.
Anna Francis
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  • Edward Nash

    Great Article! I think the main struggle for content creators is to keep the brands voice in mind.

    • Anna Francis

      Thanks Edward!

  • Time Clock Software

    Do you have any tips for knowing how to customize your content for your audience? Do you test different media to measure response rates or just look at broad demographics and find out trends for the audience you are targeting?

    • Ken Wollins

      One of the ways my company helps content marketers do this is by providing reports on social media performance – retweets, shares, likes, etc. and the usual email newsletter reporting. We also have found that distributing 3rd party content with your own commentary is an effective way to establish thought leadership and engage in dialogue with your audience. This can supplement your own original content well.

    • Anna Francis

      You want to be producing content that you think will suit your audience and then analyse the engagement rate you get. If something hasn’t worked well, then you need to rethink your strategy and the content you’re producing, alongside the ways in which you are promoting the content and try again. If a form of content is very successful with your audience then you need to continue with that.

      Once you have worked out what content works best for your audience, you need to find out which communication channels will work best to promote the content – if you’re target audience don’t use Twitter, then sending out multiple tweets a day won’t necessarily get your content seen, but if you know your audience like receiving content through email, then this is the way to go.

      Hope that helps!

  • Ashley

    Hello Anna and what a great article. I have shared it on LinkedIn because it very nicely backs up a project I am working on right now.

    My company has near 1000 GP surgery websites in it’s network and we are currently looking at ways to give healthcare companies more meaningful access to the patients who use these websites on a regular basis. We believe native advertising or content marketing on these sites will give the advertiser a great opportunity to reach out to a very high affinity audience. Who better to submit content about a specific procedure than the people who carry that procedure out? People who are looking for private healthcare products and services tend to do research because they want to make the right decision and we have noticed that our websites are getting related searches. Do feel this would be a good opportunity to explore for those responsible for building trust in their healthcare marketing?

    Best wishes

    Ashley Hurst

    • Anna Francis

      Hi Ashley!

      Thank you very much for the kind comment.

      I think you are definitely onto a great idea there – by asking the specialists to create content you are not only providing a high level of expertise but also showing patients transparency so they know they can trust the person they will be meeting.

      By creating content, when people do carry out their research, the articles written by a specialist will stand out and provide them with an informative piece, making them understand the procedures and allowing them to reach out to the experts.



      • Ashley

        Thanks Anna. I thought it would be a good thing. We are still in R&D with it right now I just wanted some third party reassurance which you gave.

        All the best