“Trust me.”
If you had a nickel for every time you heard that, right? The truth is, anyone can tell you to trust them, but you’ll only put your faith in someone who expresses sincerity and who seems to have your best interests in mind.
When it comes to content marketing, it’s the same thing; you’re asking leads to trust you and your service or product. How that trust is implied makes all the difference. If the content doesn’t appear sincere, you can use all of the fancy words and bold videos and compelling ads and it still won’t fly. On the other hand, you could use simple but impactful words in an unflashy manner and successfully illustrate your company’s sincerity. That in turn will build trust with your lead. It’s not as easy as it sounds. According to research in the 2019 Edelman Brand Trust Survey, only about a third of consumers say they trust the brands they buy. And a mere 21 percent say that the brands they use have society’s best interests in mind. When you’re trying to build trust, you’ve got your work cut out for you.
A content creator can be your ally in the quest to gain the respect of potential customers. The ad copy, blog posts, website content, and other methods they use to tell your story should build confidence in your leads as they learn to place their trust in you.
That’s why, if you want to make the most of your marketing endeavors and build the customer-focused business you desire, you need the help of more than a content creator; you need a trust creator.
Here are 5 essential reasons why you need the touch of a trust creator:
A trust creator will strive to learn everything about your business and what really makes it tick. More than just being interested in what you offer and how to highlight it for an audience, a trust creator seeks to get behind the scenes to learn the nuts and bolts. What are your company values? What drives you? What does success look like for you and your business? A trust creator is kind of a super sleuth, searching for subtle clues as to what sets your business apart from the rest. Those clues are woven together to establish a very personalized, sincere, and trustworthy brand story.
A trust creator will keep you honest. While content creators understand that they are helping to market a product or service, a trust creator recognizes that marketing your values and integrity is just as important. A trust creator wants to highlight your company, without putting on airs. Overpromising can be just as damaging as underpromising. At Iris Content, we believe that trust is only built when you can recognize your limitations as well as your expertise. Weaving your imperfections into your marketing humanizes your brand, making it relatable and therefore establishing trust.
A trust creator will push you to be your best. The competition can be fierce, and what’s cool and popular today can be overlooked tomorrow. You want to always be putting your best foot forward, delighting customers and making them anticipate more. As this article in Forbes notes, if you exceed customers’ expectations once, they’ll trust you to do it again and again. How will they know right off the bat that you’ll exceed their expectations? Your trust creator will plant the seed with content that doesn’t just tell them what you do; it will show them in a compelling way.
A trust creator understands that trust is a two-way street. Just as you and your trust creator must establish a relationship based on mutual respect, so too must you and your customers. This relationship gets its start at the branding phase, as the content devised by the trust creator resonates customers. In turn, customers are moved to seek your expertise and, when expectations have been exceeded, customers can be trusted to be loyal to your brand. The trust creator is essentially leading both of you toward a mutually beneficial relationship.
A trust creator will hold you to your word. Are you promising something in your marketing? Your trust creator is going to expect you to follow through. The confidence your trust creator places in you will compel you to stay true. In this way, the trust creator’s words remain honest, your reputation stays secure and your customers revel in finding a brand they can count on for honesty and integrity.