By default, most of your audiences will not have confidence in your brand. They might not even trust what you tell them. Content acts as a catalyser to build that trust and confidence in your brand.
If your audience is to eventually make a transaction with you, they will have to trust that you are legit and that your brand can deliver on its promise.
Simply hammering your unique selling proposition will not do it. Today’s audiences expect more. They expect to know your product in more detail, your brand and what it stands for, etc.
Will they necessarily consume all the content you offer them? No, of course not, but they want to know it is available. That what they might be looking for about you, your brand, your product, it is readily available and that they can trust you.
Content warms up your audience, it creates the link that a lot of people expect before actually committing to a transaction.
“A 2021 survey of 1,000 consumers concluded that more than 80% consider trust a deciding factor in their buying decisions…”
This quote is from an HBR article about trust in brands by Christine Alemany. In it, she dives into how brands must act to create meaningful trust. She outlines 3 essential ways:
- Do not overspin
- Avoid half-truths.
- Read the room and adjust.
On top of that, brand marketers need to also consider how trust is built depending on the age and generation of their audiences. As she puts it:
“To summarize, older adults are more brand-conscious, while younger adults are more process-conscious. As marketing experts, we can apply these findings to our brand messaging to develop credibility with our intended audiences as they age and evolve.”
Her article is a great read on building trust and how it is at the core of brand relationships with its consumers.
Would you be interested in exploring how to optimize your content strategy to build stronger bonds with your audience? Be sure to contact us today!