Can a brand build trust through content?

In a world where consumers have endless options, it’s difficult for brands to stand out. Additionally, it's just as challenging to develop a relationship with consumers. That’s where content marketing comes in. Can a brand build trust through content? One thing is for sure, content marketing is on the rise and valued at more than $36 billion.

If done correctly, content marketing can be an effective strategy to build consumer trust. By implementing practices for creating meaningful material that grows engagement, consumer trust can ultimately be gained.

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Take advantage of social media. It’s free!

By now, we all know the importance of social media. However, constant posting isn’t enough. In order to develop trust with your targeted audience, you have to post quality content that they will relate to. Use comments, replies, shares and time spent as trust indicators. About 66% of customers are more likely to purchase a product if it has some form of social proof (likes, reviews, mentions, testimonials, public endorsements) that shows it is a quality item.

Share your values

Reports show 68% of consumers expect brands to be clear about their values and take a stand on them. Given the current social climate, marketers might find this a bit intimidating as you open your brand up to backlash. But remember that your Millennial and Gen Z audience want to invest in brands that are doing their part during these unprecedented times.

All budgets aren’t created equal. Even though large corporations will develop extravagant content, your small business can still have the same effect on consumers while staying in your budget. Take advantage of tools like social media, your website blog, and your email list to start sharing your brand with consumers and remember quality over quantity. As technology continues to transform how brands connect with consumers, content will be the center piece of those interactions.

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Carolina Macedo, the author, is Project Coordinator of Marketing Keys. In addition to her role as Project Coordinator, Carolina is in charge of all the content for Marketing Keys and our clients.

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