How content marketing builds trust

Brands are increasingly relying on their audience for trust, according to data.

Over 33% of consumers say it’s important to trust brands they buy from, as they cannot afford to lose money on bad purchases.

8 out of 10 people also believe that trusting brands to do the right things is critical in purchasing decisions. Social listening has given us fascinating insight into the actions a brand should take to build trust with its audience.

Do some more research, and you will soon find that these brands put a lot of effort into the content market.

Whole Foods has a blog called “Inspiration.” It contains tips, ideas, and recipes to help you live healthier lives.

Weight Watchers maintains a blog that shares the weight-loss stories of its members and offers tips for exercise and diet.

Trader Joseph’s offers a blog highlighting new recipes and products and a podcast that gives listeners an insider’s view of the company. User-generated content is where Trader Joe’s excels. Many “fan” blogs include Cooking with Trader Joe’s, What’s Good at Trader Joe’s, and Trader Joe’s Rants. Some of these blogs have hundreds of thousands of subscribers.

TripAdvisor is a company that built its brand around user-generated material.

GoPro has been the subject of numerous content marketing success cases, again focusing on user-generated content. GoPro is the most prominent YouTube brand, with over 10 million subscribers and at most 6,000 GoPro-tagged videos being uploaded each day.

Although many factors influence brand trust, it is undeniable that your content provides significant value.

What can you do to ensure your content marketing strategy maximizes consumer trust?

Give valuable information and expertise without asking for anything in return.

This is why content marketing is so powerful and can deliver results that are superior to other marketing methods.

It shows that you value your customers when you offer them high-quality, free information. It shows you can share your expertise and knowledge without asking customers to buy.

For example, take the blog Glossier, a makeup and skincare brand. Into The Gloss, a popular online lifestyle magazine, is more than just focusing on its products.

Many of the posts are product-oriented (Our favorite products, November 2020 edition), but others are educational (All the ways you can fill in your eyebrows explained) or lifestyle-driven (All the way to fill in my eyebrows, illustrated).

They gain the respect and trust of their audience by demonstrating their commitment to providing the best information possible and recommending the most effective products, even if that means sending their business elsewhere.

This audience will be more inclined to shop with a brand they trust and know that with a new makeup company, when it comes time to spend their money.

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