Marketing Trust - 5 Ways to Build Trust Through Content Marketing

Establishing marketing trust with your prospects and customers is more important than ever in a turbulent business environment. You're marketing to an audience that has been repeatedly let down and constantly bombarded with bad news.

Content marketing is an effective tool for building trust, which translates to increased sales and customer loyalty down the road. When paired with a strong product or service offering and a customer-focused attitude, these five strategies will go a long way toward creating the trusting customer relationships your business depends on.

1. Avoid "marketing speak."

Prospects have become increasingly wary of overblown marketing statements like "world class" or "industry leading". Instead of peppering your marketing materials with broad, hyperbolic statements, focus on presenting specific facts and information about why your product or service is unique in the marketplace. Demonstrating the potential for hard-dollar savings is particularly effective in tough economic times.

2. Give good advice.

The experts at your company are a valuable resource for your customers and prospects. They have many years of industry experience and knowledge just waiting to be shared. Don't hide this knowledge from your prospects; share it with them for free in the form of white papers, articles and webinars. The fact that you possess this wealth of knowledge shows them you can be trusted. They'll reward your generosity with brand loyalty and increased sales.

3. Build relationships over time.

At nearly every organization, budgets are tight and spending decisions can't be made in a night (or even a fortnight). High-pressure sales tactics won't work on prospects that have to justify every dollar of spending to the highest levels of corporate leadership. Concentrate the bulk of your efforts on establishing relationships, not making sales. This can be done through ongoing offers of informational content such as monthly newsletters, a series of podcasts or regularly-distributed white papers and special reports. Once your prospect does get approval to buy, you'll have their trust - and the first call they make will be to your sales department.

4. Let your customers do the talking.

As great as your company is, prospects are going to take everything your sales representatives tell them with a grain of salt. They're much more likely to trust the word of an industry peer (or even a competitor). Sharing relevant case studies with your prospects proves you don't just talk the talk. That's why it pays to develop a library of case studies to share with prospects whenever they need that extra "trust boost."

5. Be helpful.

Even traditionally 'sales-y' marketing methods such as direct mail and email can benefit from content marketing. Consider pairing your sales letters with at least one content offer. For example, a sales letter could still tout the benefits of your products and services - but it could also include a tear-off form to request your latest informational white paper. Tempering your sales message with useful content shows prospects you're not just out to make the deal, you're also on their side and eager to help. It's that spirit of helpfulness that will help you earn your prospects' long-term trust.

Content marketing copywriter Megan Tsai is a seasoned communicator and award-winning writer. As a full-time freelancer, she provides business writing, copywriting and marketing communications - including content marketing pieces - for companies, organizations and advertising agencies.

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