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Content Marketing Builds Trust

Posted: January 12, 2021
[caption id="" align="alignright" width="437"] Image: Marketing Insider Group[/caption] Trust may not be the first thing that comes to mind when you're looking at building your brand. However, data shows that trust is quickly becoming a top priority for consumers. It's hard for them to know who to trust online, especially when making purchases. Spending decisions are being made more carefully and when customers are familiar with the brand they're buying from, they're more likely to feel confident they can shop with them. Using content marketing to build your brand's trustworthiness can help consumers feel comfortable buying from you. Michael Brenner, founder and CEO of Marketing Insider Group, shares how using content marketing can build trust.

How Content Marketing Builds Trust

Data shows that audience trust is becoming increasingly important for brands. Over a third of American consumers now say that it’s vital to trust the brands they choose to buy from because they can’t afford to waste money on a bad purchase. 8 in 10 also say that trusting a brand to do the right thing is a deciding factor in their purchase decisions. Research into the most trusted brands based on social listening gives us some interesting insights into what a brand must do to build trust with its audience. The top five brands for 2019 were:
  1. Whole Foods
  2. Weight Watchers
  3. Trader Joe’s
  4. TripAdvisor
  5. GoPro
If you do a little more research, you’ll soon discover that all of these brands are putting a lot of time and effort into content marketing.
  • Whole Foods publishes an “inspiration” blog with tips, ideas, and recipes for a healthier lifestyle such as “How to store fresh produce so it lasts longer” and “7 ways to build a better bento box”.
  • Weight Watchers has a blog sharing the real life weight-loss experiences of its members as well as tips for diet and exercise.
  • Trader Joe’s has a blog highlighting new products and recipes and also a podcast that offers listeners an insider view into the company. However, where Trader Joe’s really excels is with user-generated content. There are dozens of “fan” blogs including Cooking With Trader Joe’s, What’s Good at Trader’ Joe’s and Trader Joe’s Rants, some of which have hundreds of thousands of followers.
  • TripAdvisor is a company that has built its brand around user-generated content.
  • GoPro has been the subject of many content marketing success case studies, again focusing on user-generated content. GoPro is one of the biggest brands on YouTube, approaching 10 million subscribers and at least 6,000 GoPro-tagged videos uploaded every day.
While there are other factors at play that contribute to brand trust, it’s undeniable that providing significant value through your content helps. So what can you do to ensure that your content marketing strategy is optimized to maximize consumer trust?

Quick Takeaways

  • Brand trust is more important to consumers than ever before, and content marketing can be an effective way to build that trust.
  • Make sure you’re authentic in your content efforts and not just trying to drive sales.
  • Commit to your audience and commit to a regular publication schedule.
  • Don’t be afraid to admit your mistakes.
Read the entire article, How Content Marketing Builds Trust, on Marketing Insider Group.