The importance of great content cannot be understated. The digital age has paved the way for millions of content creators; although —for the most part— it revolves around entertainment, it would be naive to ignore how it has also become a powerful tool it has all become for marketing.
Brands now spend billions of dollars on influencer marketing. Why? Because it works. Brands that do best understand the powerful connection between content creators and their audiences. But it only works when the audience connects with the creators – in short, to build trust.
Now, we aren’t here to dissuade you from earning money. Indeed, doing what you love while financially supporting yourself is the ideal scenario for any content creator. However, remember, this only works when you can build a connection between yourself and the audience.
Yes. Building trust and approaching your content with honesty is the most significant factor any content creator can bring.
Here are the main reasons to add great content to your trust-building strategy.
Why trust is important to a Business
Consumers have limited money to go around, so every spending choice has to count. Have you ever had the experience of buying something only to realize the product didn’t perform as needed? Or didn’t offer adequate support? Then you know how emotional the experience can be. Surely you have felt betrayed, even if the financial cost itself was small.
Customers want to buy from brands they can trust: trust their needs, money, and even their dreams.
What’s more, research backs up the latter statement. For example, PwC found that 43% of consumers consider trust a decisive factor when choosing a brand—falling only behind price. Read on as we break down why trust is a cardinal part of content creation:
1. It Brings In the Right People
Let’s face it; your content will not cater to everyone. However, building trust, honesty, and genuineness through your content will attract the right people. When it comes to growing an audience, always keep in mind that quantity isn’t everything.
If you find the right audience that appreciates your particular content, you can easily set yourself up for sustainable long-term success. It happens because people will want to share your content with like-minded individuals. And this, eventually, will allow you to grow organically.
2. It allows you to stand out from the crowd
The content creation industry has become quite saturated in recent years, seeing that there are now millions, if not billions, of content creators worldwide. This circumstance makes standing out more important than ever before!
One way you can do this is by being honest with your audience. When you focus on honesty and aim to gain your audience’s trust, you get to form valuable and meaningful connections with them.
For this reason, presenting brands as trustworthy and reliable is crucial for service-based businesses. You can use content like blog posts, videos, podcasts, and eBooks to show your audience you have the necessary skills and knowledge to do the work they need.
Even for businesses that sell products, content gives a chance to show your audience that you understand what they care about, which is critical to providing products that meet their needs.
3. It Makes Your More Reliable
Now, building trust doesn’t always mean you’ll have to sacrifice financial gain. To tell the truth, it can even open up new and more effective ways to make a profit from your content, as building trust makes you more reliable. Today, reliability is a currency that brands and companies value immensely.
The reason behind this is simple: customers are more likely to use a product or service if they trust it. As a matter of fact, 73% of consumers now value transparency more than they do the price. The latter is an indication that modern consumers prioritize trust above everything else. So, the smartest thing to do is to go for it.
4. It shows the humans behind the brand
People will never feel the same kind of connection to a logo or brand name as they do to another human being. Either way, your business isn’t just a brand: the people behind it are what makes it unique and approachable. That is what facilitates the connection altogether.
Creating original content is the perfect tool to show more of the people behind the business. Even so, it helps you humanize it for your visitors and attract them to it. When consumers associate names and faces with your business, as well as what it offers, it makes you more trustworthy.
Hopefully, this article has shed some light on the importance of building trust with your content. Doing so not only makes you more likely to succeed as a content creator but also opens up new opportunities that will skyrocket your career.
Now that you understand your pieces better, you can adopt new strategies to create genuine content and gain the audience’s trust. And, of course, content creation performs better with a team of talented people working to make the best out of it.
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