The latest annual Edelman Trust Barometer found that less than half of the consumers in the US trust businesses. Despite there being a crisis of confidence in this area, brands can help to build bridges by delivering engaging experiences via informative and entertaining content.
Outline your definition of brand trust
To start the process of strengthening trust and loyalty, first define your own goals for brand trust and how you will go about measuring them. You could also use a few review sites, track mentions on social media, or create a survey to see what audiences are saying about you. A documented strategy will enable you to use content in the right way to build trust.
Use storytelling
Consumers love storytelling, and there is no better way to win the hearts and minds of consumers than to tell them why they should engage with your brand. The blogs, articles and videos you produce should be geared towards authenticity and creating positive emotional responses. They should not feature marketing spiel or brand-heavy messages. Focus on being relevant, engaging and insightful and providing some sort of added value from the exchange. This engagement will lay the foundation for stronger relationships and strengthen trust.
Be consistent
Three quarters of consumers put a high value on customer experience, according to a PwC survey, so it is important to deliver high-quality content marketing materials on a regular basis. An important part of this seal of quality is personalisation. End users want content that speaks to their specific wants and needs. This also feeds into you gaining a better understanding of your customers. Another study from Wunderman Thompson found that more than half of people are loyal to brands that “get them”.
Prove your worth
Transparency is another major consideration for consumers in 2019, so consider using different content formats to show that you are practicing what you are preaching. A whitepaper or study is perfect for delivering “real-world proof” that you are doing the right things. It is no longer viable to leave trust to chance, so make sure that you use content to build long-lasting relationships this year.
