You spent hours developing content for your website, yet audience interaction is minimal. Even
after following specific blueprints, your content lacks appeal. If you are wondering what could
be causing these issues, you are at the right place.
These issues stem from a lack of trust. Businesses that fail to instill trust struggle in acquiring
and retaining customers. In addition, a lack of trust damages brand image and inhibits financial
Luckily, there are ways to earn customer trust through content marketing. This article discusses
five such ways. Follow along, and soon you shall have the knowledge required to enhance your
content marketing strategies.
1. Be honest about your offerings:
Dishonesty erodes trust. If you make false claims to trick people into buying your products, your
customers will shift their patronage to your competition without a second thought.
One of the most deceptive moves is using clickbait titles or thumbnails. While visitors are
intrigued at first glance, they land on the content page only to be irritated by irrelevant
information. You need to utilize your creative resources to come up with original and attention-
grabbing titles, free of any deceptive intent.
Once your customers get used to your anti-clickbait practices, they will engage with your
content more frequently.
Incomplete and inconsistent comparisons also affect trust. If you are claiming that your product
solves a problem better than the available alternatives, you must point out why it is so. Keeping
your audience in the dark will deteriorate your credibility.
You should avoid ‘angel dusting’ as well. ‘Angel dusting’ is when you add trace amounts of
certain elements only to associate their names with your product.
For example, you market a cereal bar to have ten essential nutrients after adding an
insignificant amount. Customers are getting less value. When it is exposed, the sheer volume of
negative publicity will be too overwhelming to cope with.
As cautious consumers often turn to online peer reviews before making purchases, negative reviews could ruin your reputation big time.
2. Be consistent with what you produce:
Developing a reliable image requires you to be consistent. Inconsistency renders your content
ineffective irrespective of the value they offer. Always try to maintain your signature style and
template. When your audience gets used to a pattern, they are more likely to recognize your
content amidst others.
Use stylistically consistent logo and font across all social platforms to familiarize visitors with
your brand. This practice helps customers detect your presence easily across different
networks. Maintaining a schedule is critical for consistency.
When you are promoting something specific, publishing content more frequently might work in
your favor. Otherwise, dishing out content on different aspects/products at a breakneck pace
might overwhelm the visitors forcing them to lose focus. Eventually, they might skip your
A lot of time and effort goes behind producing quality content. It is only fair that each piece
gets the necessary limelight to serve its purpose. In other words, your audience needs adequate
time to digest the content.
While bombarding customers with a wide range of content deters meaningful engagement,
publishing content at a convenient pace facilitates engagement. Besides, consistency draws in a
homogenous crowd, increasing the chances of making a lasting impact.
3. Collaborate with trusted public figures:
These days, all industries have influencers. Collaborating with them advocates the
trustworthiness of your brand. For example, if Gordon Ramsay associates himself with a
particular brand in the kitchen equipment industry, customers will be more trusting. This is
because celebrity endorsement often plays to the emotional aspect of buyers.
However, it would be best if you were mindful of the trust threshold. This threshold refers to
the point where the audience begins to question the motives of the influencer.
When top influencers intensely promote a brand, but only for a brief moment, the credibility of
the brand comes under question. The audience deems such endorsements commercial that
Long-tail influencers could help under such circumstances. They usually have a modest yet
devoted fan following. The followers take the endorsements to heart, which increase the
chances of engagement. If you are not sure how to do influencer marketing, take help from an
online marketing agency.
4. Work towards genuine connections:
Having your audience interact with your content is one thing while building genuine
connections is in a very different ballpark. To develop authentic relationships, encourage your
customers to post comments and leave feedback.
Utilize these to produce content that serves as testimonials.
If your content encapsulates the experiences of real customers, your audience will trust you
more. As potential buyers often seek out peer reviews, incorporating them into your content
will undoubtedly be a smart move.
When you aim for genuine connections, you will be catering to a community rather than a
client base. Try to identify the community’s concerns and expectations.
Produce content that specifically addresses those concerns. If you do it right, customers will
feel valued, and your business will benefit from word-of-mouth marketing along with persisting
Instead of focusing on lengthy and overloaded content, try to produce thought-provoking ones.
If you can compel the audience to relate to your content at a personal level, a sense of
compatibility will keep them from switching. You can also provide links to previously published
content within the pieces you put forth. Audience engagement is likely to increase if they find
relevant information readily accessible.
5. Show that you care:
If you put effort into developing your content, it reflects on the result. On the flip side, if you
don’t care about the content you produce, the final product becomes sloppy.
To preserve the integrity of your content, you must be mindful of the visual elements.
Disproportionate and exaggerated images are highly discouraged. Using such visuals says that
you don’t care if your audience is misled. As a result, they deem you unworthy of trust.
You should also avoid producing content that doesn’t have actual utility. When people spend
time on your content, they expect something in return. If you cant offer anything insightful or
of value, it’s just a waste of their time. Excellent content does not necessarily need to be
expensive. If you are running low on your budget, focus more on the creative aspects and tell
The excellence of your content is not only limited to the constituent elements. The way you
handle responses also defines how much you care about your audience. Try to be as prompt as
possible when answering queries. If anybody is expecting a follow-up, do so with haste.
The longer you keep these unattended, the greater are the chances of tarnishing your
reputation. The goal is to show that excellence is one of your core values. Once your audience is
convinced, they will be more comfortable placing their trust in your brand.
If you aim to gain customer trust with your content marketing efforts, you need to be honest
and consistent with what you produce. Seeking long-tail influencer endorsement now and then
could also aid in your pursuit.
Ultimately, it all boils down to how customers perceive your brand. Making genuine
connections and actively showing that you care could work wonders in this regard. Don’t be
limited to these suggestions. As customer traits are dynamic, you never know what might work
for them. Hence, keep exploring different creative avenues until you find the right fit for your