How Branded Content Builds Trust
We’re human. When life throws obstacles our way, we look for others to confide in. That confidant, though, isn’t just anyone. We turn to someone whom we can trust, who hasn’t let us down and who has been there for us through obstacles we’ve encountered in the past.
When you think about it, your brand is a confidant. That trusty dusty go-to is what you want your brand to be for consumers looking for answers. However, it’s not quite that easy to get to that level of trust. Building a relationship with a customer is just like building any other relationship in life: it takes time and effort. So how do we go about doing this?
Take advantage of the search.
Here is a familiar conversation:
“My refrigerator just stopped running. What should I do?”
“I don’t know. Just Google it.”
And there we have it – with a simple search, consumers have a world of information at their fingertips. This is your chance to reel them in. This takes some work on your end (SEO, anyone?), but once you are able to direct curious consumers to your brand, you have to reward them with awesome content.
Build content that is honest, reliable and consistent across all platforms.
Your brand is an expert in your field, and you want to be available as a source of knowledge for consumers. When they have questions, you have answers. Developing genuinely helpful content to lead people through their problem solving journey is how you start to build trust. E-books, tutorial videos, podcasts, how-to’s – the list goes on. And not to mention the ever-so-valuable user-generated content – testimonials and reviews.
It isn’t just about publishing as much content as possible. You also need to remain consistent throughout everything you produce. To keep it simple – don’t forget to write your name at the top. As consumers comb through your content, make sure they can easily attribute this abundant source of helpful knowledge to you. If you brand yourself effectively across the board, you become a thought leader in your field.
Lead them to solutions.
They came to you with a problem. Don’t let them leave without a solution. After consumers have researched the problem and considered their options, they are ready to make a decision. This process is what leads to sales. As it turns out, you may be just the answer they’re looking for.
Good customer service will lead to brand loyalty.
It’s just that simple. Do whatever it takes to provide a good experience from start to finish, and consumers will keep coming back. Then, don’t forget to nurture the relationship and continue to act as a resource to your loyal customers. Remember how this process is just like any real-life relationship? Well, if you’ve played your cards right, you’ve just made a new best friend.