Data shows that public trust is becoming increasingly important to brands.
More than a third of American consumers now say that it’s vital to trust the brands they choose to buy from because they can’t afford to waste money on a bad buy.
8 in 10 also say that trusting a brand to do the right thing is a deciding factor in their buying decisions.
Search in the most trusted brands based on social listening gives us interesting insights into what a brand needs to do to build trust with its audience.
The top five brands for 2019 were:
- Whole foods
- Weight Watchers
- Trader Joe’s
- Go Pro
If you do a little more research, you’ll soon find that all of these brands put a lot of time and effort into content marketing.
- Whole foods publishes an “inspirational” blog with tips, ideas and recipes for a healthier lifestyle, such as “How to Keep Food Fresh so They Last Longer” and “7 Ways to Build a Better Box. bento ”.
- Weight Watchers has a blog sharing its members’ real weight loss experiences as well as tips on diet and exercise.
- Trader Joe’s has a blog featuring new products and recipes and also a podcast that gives listeners an inside view of the company. However, where Trader Joe really excels is with user-generated content. There are dozens of “fan” blogs, including Cooking With Trader Joe’s, What’s Good at Trader ‘Joe’s and Trader Joe’s Rants, some of which have hundreds of thousands of followers.
- TripAdvisor is a company that has built its brand around user-generated content.
- Go Pro has been the subject of many successful content marketing case studies, again focusing on user-generated content. GoPro is one of the biggest brands on YouTube, with almost 10 million subscribers and at least 6,000 GoPro tagged videos uploaded everyday.
While there are other factors at play that contribute to brand trust, there’s no denying that delivering meaningful value through your content helps.
So what can you do to ensure that your content marketing strategy is optimized to maximize consumer confidence?
Quick take out
- Brand trust is more important than ever to consumers, and content marketing can be an effective way to build that trust.
- Make sure you are authentic in your content efforts and not just trying to generate sales.
- Engage with your audience and commit to a regular posting schedule.
- Don’t be afraid to admit your mistakes.
Provide valuable information and expertise without asking for anything in return
This concept is the cornerstone of why content marketing is so effective and can achieve results that surpass other marketing techniques.
When you give your customers high-quality free information, it shows that you value them. You are ready to share your knowledge and expertise without asking them to make a purchase first.
Take the blog of the makeup and skincare brand Glossier, In the shining, for example. Beyond the temptation many branded blogs fall victim to simply drawing attention to their own products, Into The Gloss is a successful online lifestyle magazine in its own right.
While many articles are indeed product-oriented (Our Favorite Products: November 2020 edition), others are more educational in nature (All Ways to Fill Your Eyebrows, Explained), or they are style-oriented. of life and interests – always with a nod to several products but also a link to other retailers.
By showing that they are committed to giving the best information possible and recommending the best products (even if that means sending their business elsewhere), they earn the trust and respect of their audience.
When it comes time to spend their money, that audience is so much more likely to shop with the brand they already know and trust than any other makeup company.
Open the conversation
As some of the world’s most trusted brands mentioned above have shown, asking your customers and audience to contribute your content can be a very effective way to build trust.
After all, while you might not believe a brand’s own claims about its product, you’re likely to believe the experiences of existing and past customers – especially if they offer honest accounts that include harm with it. good.
Content marketing gives your brand a voice. It can also provide a voice for your audience.
Let your content be the opportunity to start the conversation. Invite everyone to contribute honestly, even if it’s only in the comments section of your blog.
Implement a consistent publication schedule
Content marketing isn’t a one-time campaign where you can post a burst of content all at once and then stop.
Regular posting has many advantages. New content gets an SEO boost and can attract more traffic to search engines.
But sticking to a regular posting schedule also helps create a better experience for your audience. Most importantly, it builds trust in the brand.
Regularly posting content on a set schedule shows that you value your audience. It shows that you are attached to them for the long haul. When they know how to expect new content from you on a regular basis and you actually deliver on that promise, they will be confident that you will do the same when it comes to your products and services.
Commit to transparency and post honest content
When coming up with ideas for content and creating content, it can be tempting to post information that puts your brand in the best possible light.
But there are huge benefits to taking a more “warts and all” approach. So, remember to be honest about your shortcomings and failures.
It’s not only a more honest approach to communication that will earn you the respect and trust of your audience, but it will also help your brand appear more human. After all, no one is perfect!
Consumers who perceive a brand as human are more than twice as likely to like the brand, 1.6 times more likely to buy, and 1.8 times more likely to recommend it.
Social media planning company Buffer is a brand that has really put a premium on transparency.
In addition to publishing all staff salaries, Buffer also dedicates a whole section of his blog to its open culture. In addition to updates from shareholders, they share details on internal policies and procedures. This includes their failures, such as admit their transparent messaging policy was not working.
You don’t need to be as obsessed with transparency as Buffer, but raising your hands when you make a mistake, and maybe even making fun of yourself a little, can go a long way in winning over your audience.
If you’re ready to drive traffic to your site with consistently posted quality content, check out our Content Builder service.
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