Content marketing is a key part of any wider marketing strategy that attempts to connect with consumers. Building customer relationships and loyalty, and boosting engagement are top content marketing goals, among marketers. An infographic from Insights In Marketing examines the importance of consumer trust in content marketing.
There are seven ways to improve consumer trust:
- Reflect your brand: 92 percent of consumers want to do business with companies with similar values as them, so if your company has strong values, let it shine through.
- Make it inspirational and educational: Customers are always looking for educational content online, and are 74 percent will trust editorial content if it’s educational without being advertorial.
- Be original: Even something as simple as using a stock photo can cost you 30 percent of your readership as it appears that your brand lack credibility.
- Show your sources: 49 percent of readers try to verify information from branded content with outside sources. If they can’t find it, your credibility could be damaged.
- Earn your attention: 69 percent find organically shared content more trustworthy than an ad. Users can find your ads anywhere, but they want to share real content.
- Give it legs: Tailoring your content to be more positive, or funnier, can greatly increase shares, and you want to make your content as shareable as possible.
- Avoid a sales pitch: Mentioning a product or service, even briefly can reduce trust from three in 10 users.
Users aren’t coming to your content for a sales pitch, or an extension of your marketing campaigns. They want to learn about products, and share good information. Creating a good culture around your content is key if it’s to succeed.
For more details about consumer trust, view the infographic below.