Remember last week’s article where we spoke about the theoretical Nigerian Prince and his email scams? Now imagine this for a moment – what if he really did have $5 million that he wanted to smuggle out of his country, and needed your help to do it. Imagine it was a legitimate offering and he was genuinely willing to give you a nice wad of cash for your help.
Just think about how baffled he must be feeling as yet one more email goes unanswered. His motives are genuine – but he lacks any credibility, and so every night he cries himself to sleep on a huge pile of landlocked cash.
As a business, you are offering something valuable to your audience through your content. You are striving to be unique and authentic and customer-focused plus every other buzzword. Am I right? But just like the poor Nigerian Prince, the content you are writing is being ignored because you are yet to build trust and credibility.
To ensure that your content marketing is trustworthy, there are two categories that you need to address. Firstly it is the basic things such as how the content looks and feels. The second category relates to what your content is – the who, what and how.
Below we will take a look at both and guide you on how to make a good impression with your content marketing strategy.
How the Content Looks and Feels
Stick to a Schedule
This is probably the easiest thing to fix on the list. Create a calendar for posting your content and then ensure you stick to the schedule. This allows your readers to make an appointment with your content. It sets an expectation that you can easily continue to meet. If previously you were posting content daily but then suddenly forgot to post for 3 days, your credibility is going to suffer. On the flipside however, when you are consistently delivering content on schedule, each post will provide a boost to your reputation. Trello is a really good tool for planning your content.
Adding statistics into your content is a great way to build credibility. However, this will only help if the statistics have come from a reliable source. We come across so much content on the web that includes unsourced statistics; especially when it is content related to marketing. Ensure that any statistics you reference have come from a cited source and that there is a link to this source.
Be Consistent With Your Brand Voice
In order to build trust, your followers will need to get to know and understand your brand. If you create content each time that sounds or feels different, it is going to be harder for your audience to make a connection. You need to ensure that you follow a solid set of brand guidelines each time. This will prevent your posts from developing a split personality.
Produce flawless Content
Forget what I said earlier – this is actually the easiest fix in our list. Ensure that your content is fully polished before setting it loose on your audience. Make sure that all of your spelling and grammar is correct, and that the articles are easy to scan.
You will have around 15 seconds to prove to your audience that your content is worth reading all the way to the end.
Before you have them hooked, your readers are essentially looking for a reason to stop reading and bounce right back to the search results. If your editing is sloppy, you are giving them that reason to leave.
Add Credibility into Your Content
Authenticity and transparency are some hot buzzwords going around at the moment. But these are not just cliché terms. At DSA Global we like all our staff to participate in our blog content. Every member of our team has their own set of skills that they can use to reach out to our audience and engage them. A business should let their audience see the people behind the brand. This will help to build trust.
Don’t Just Tell, Show
There is another buzzword you here often which is probably more cliché than transparency and authenticity and that is “storytelling”.
There are so many storytellers in the business right now that they should hold the next marketing conference around a campfire! However, in this context, what storytelling means is that you provide proof with a narrative.
Try and use real examples and case-studies of where you have helped clients. Try and do this as much as possible. When you are unable to do this, engage your audience’s imagination instead. Tell them a story of how their business is going to change with your solution
Know your Audience
The best way to earn trust and build credibility is to provide super-relevant, in-depth content. You need to learn about your audience and listen to them. You want to create content that resolves problems they didn’t even know they had. Offer value that none of your competitors can and you will start building long-term relationships with your audience.
There are so many “Nigerian Princes” in the world who offer the illusion of value, yet deliver nothing. If you provide consistently high value, flawless content you will set yourself apart from the competition.
If you are finding that your content marketing plan is not getting the results you desire, contact us today and we will send you a case study of how we have taken our clients content marketing to the next level.
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