Why Content Marketing Skyrockets Trust with Your Clients
Dec. 15, 2015 –
If you own a business, you probably invest a significant amount of time building trusting relationship with your clients. In fact, you know better than anyone that trust is critical to the long-term success and profitability of a business.
In today’s digital world, content marketing has been hailed as a valuable way to build genuine trust with clients. And for good reason – content marketing allows you to reach your audience in a way that didn’t used to be possible. It allows you to engage with your clients in a consistent and meaningful way, building a relationship that keeps you clients coming back for more.
Of course, content marketing is only as good as your content. We’ve all witnessed examples of poor content – like articles with tacky headlines, empty messages and link bait. But, when done right, contenting marketing is an exciting and valuable way to build a lifetime of trust with your clients.
Why is content marketing such a great way to build trust?
It positions you as a thought leader
Industry experts hold clout. Big time. In fact, when trying to make a decision, most of us will turn to Google to see what the experts are saying. If you can show your clients that you know your stuff by publishing in-depth articles on your blog or useful tips on your social media feed, you will come to be seen as a thought leader in your field and gain instant trust.
It allows you to reach your audience without traditional advertising
Are you more likely to trust an advertisement or an article? Yes, there has been a rise in fake news and sponsored articles, which many consumers are becoming savvy to. However, content marketing allows you to reach your audience without a big budget and without using traditional forms of advertising. This creates trust between you and your clients because you are not only selling them on your product in a less intrusive way, you are providing them with genuinely useful information and a connected community.
It allows for dialogue
Content marketing isn’t about shoving a message or an advertisement down your client’s throat. In fact, it is quite the opposite. Or, at least, it should be. Content marketing allows you to distribute a piece of content – whether it’s a video, a blog post, an article or a tweet – and invite immediate responses from your viewers. It allows you to interact and engage with your clients in real time, responding to customer questions, providing advice and resolving any concerns. All in all, this provides a platform to build trust and take your business to the next level.
It creates a community
An important concept that underpins content marketing is community. Distributing content is a wasted effort if no one is listening. Content marketing begs you to build a genuine community of engaged followers, who find your content valuable, interesting and relevant and who are likely to distribute it to their friends or colleagues. While your community must include your clients, it can also include other industry leaders, experts and thinkers. Finding or building a community around your business objectives will allow you to build a reputation as a credible, relevant and trustworthy business leader.
It shows your audience your human side
Finally, content marketing allows you to get personal by showing glimpses of your human side. Whether you include personal anecdotes in your blog posts, add a few pictures from vacation in your social media feeds, or quote your favourite artists, content marketing lets you show off your hobbies and passions – providing more opportunities for you to connect with your clients in a meaningful way.
All said and done, content marketing is a great way to build trust with your clients. With time and dedication, you can build an engaged community, position yourself as a thought leader, tell your story in a resonant way, and reach your audience with very little cost.