Without trust, an online marketing campaign cannot thrive. Unfortunately, many people have been burned by shady internet scams, and thus it’s harder to earn their trust.
Today, internet users are very cautious and wary of any information they find online because they either know someone or read of someone who was affected by online scams. A fair amount of effort is required to gain their trust. Here are a few ways to structure content to obtain a reader’s trust:
1. Focus on Quality Content
The frequency of posting content matters. Unfortunately, many bloggers take lessons learned to the extreme. To keep up with their prescribed quota, they post low-quality articles or videos, just to maintain an allotment with no incremental value – instead of attracting more visitors and customers, they end up driving them away.
Content speaks for the site it is on. If it contains poor grammar, it will reflect poorly on the site. Quantity will always matter but maintain quality to a higher standard. When it comes down to choosing either, go for quality.
2. Provide Value
The reader’s primary concern is not the value of an offer but rather the reliability of content and consequently the website. While selling is the ultimate goal, this should not be the core purpose of the content. It must be more than a sales pitch.
Offers will differ from post to post. Some posts will provide solutions to common consumer problems. Others will discuss important news and how it can impact the industry or the readers themselves. It is imperative to entertain or inform the “audience” – a mix of both is often preferable.
3. Make Use of Social Proof
Most people are more likely to trust the recommendation of someone they know an advertisement or an article. It’s why word-of-mouth marketing is so effective. Social proof from strangers will often have the same impact.
For example, putting a small banner showing the number of Facebook followers can show that other people like the offers available and could put suspicious minds at ease.
4. Create a Strong Brand
The success of a marketing campaign is reliant on a consistent brand. A consistent brand makes for a consistent image. If it is blurred or confusing, people will have trouble figuring out what to expect from the brand; they’ll have trouble accepting the brand as a credible source.
A consistent tone, goals, and presentation are important to attract the right kind of people with an offer.
5. Post Consistently
Make no mistake – campaigns will be at risk by not creating content consistently, thus putting it in jeopardy. While posting every day is not required, sticking to a regular schedule is a must.
People will tune in when they expect something new, and if they don’t find it, they’ll look elsewhere, and pretty soon a competing site will win over the consumer’s need for fresh content.
6. Get Creative With Titles and Topics
The average person will see tens of articles scrolling through their social media feeds. They’ll see titles that run the gamut from click bait to boring, and so many that they’ll end up with “article blindness,” where they just won’t notice average or commonly covered topics.
Use eye-catching titles to stand out. Don’t go for the easiest topics available; unless it pertains to something entirely new and unique. Strive for a catchy and unique title.
7. Keep the Conversation Going
Great content is an integral part of a marketing campaign, but they’re one-sided. To maximize value and improve trustworthiness, use conversation on social media to create dialogue. Ask readers what they thought and reply to their questions.
A great content marketing campaign can give a site a huge boost, but it will do little if people don’t trust articles and videos from it. Focusing on reliable, efficient and trustworthy content, will produce benefits after gaining trust.