Build Trust With Your Content

By Taryn Anderson Jun 12, 2019
No customer will give their loyalty or business to a company they do not trust. Trust is the glue that holds your relationship with your customers together. A customer who finds you trustworthy will feel comfortable and confident when purchasing your products and services. 

One customer loyalty study by Accenture found that 43% of subscribers left current providers when they lost trust in the brand. At the same time, another study found that 63% of customers will select a brand that is more authentic when they make a purchase (Marketing Dive).

Some companies use content to simply inform and engage audiences; others just want their content to spread a brand message or language on various platforms. But if you use content to also build trust through transparent communication, you can turn a prospective customer into a loyal one.

Let’s define what trust means within the context of your company.

In any buyer-and-seller relationship, a consumer will want to feel confident that the company is providing a product or service they need. Can the company bring something highly valuable to the customer, something the consumer cannot get anywhere else? Does the brand or business care about the consumer at heart, or are they just seeking profit? Lastly, will the brand have proper follow-through and deliver a product that accords with what the customer expects?

Building trust with customers is critical to the success of your brand.

You may deliver the facts about your company, but you should also focus on creating positive emotions in relation to your work and brand. According to fMRI euro-imagery, consumers rely on emotions more than information when evaluating a brand. If you want a customer to make a purchasing decision in your favor, you must have them feel good about you and what you have to offer. 

Looking to build trust with your content alone?

Make sure your brand story and message is consistent across multiple channels. Engage with customers — new and old — and react appropriately to customer questions or complaints. Concentrate on providing value-driven products, and demonstrate transparency. 

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