Advertising Tip: The Role of Content in Consumer Trust.

Advertising Tip: The Role of Content in Consumer Trust.

Last week we learnt about the relationship between content and the consumer journey. Just so we don’t lose you, let’s continue learning more about content. Today’s lesson talks about the importance of content in building consumer trust and subsequently relationship.

Now in this era of easily accessible information, the buyer is in constant contact with all kinds of information. Information which can make or break your company. They may even know more about your company than your sales team (very possible).

Subsequently one of the most important elements in our marketing strategy is trust building. It is a must to get this right. And content is a remarkable way for you to build trust.

importance of content in building consumer trust and subsequently relationship.
Types of content

Over time, content can become one of your most valuable assets. Why do I say so? Well, content can be used to:

  • Show trustworthiness
  • Demonstrate expertise
  • Create awareness

Content can be blog posts, white paper, reviews, email-follow up and social post. Building content can be equated to writing a book. Where you have chapters that are built from each other. And as you build each of those chapters hold a significant important piece to the book as a whole.

importance of content in building consumer trust and subsequently relationship.
Inbound leads (lead generation)

One of the best reasons to create content over time is to lower the cost of your lead generation. If as an advertiser today, you are only depending on advertising or even sales outreach to generate your leads then you are costing your company loads of money. Content, on the other hand, is cheaper and generates inbound leads. That is people finding your company, trusting your company and then reaching out to your company after doing their research. Isn’t this exciting? And that isn’t all the benefits of quality content.

It is also an incredible tool for your sales process. Content goes above and beyond simply creating awareness or as an SEO tool and attracting leads. When built correctly, content can be used to make your salespersons more effective. When sales personnel have useful content that they can draw from to start conversations and subsequently drill down to a problem that a potential customer may have. In this case, your content has become a valuable sales tool for your company.

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