According to the Edelman Trust Barometer 2017, only 52% of people trust companies in any real way. Moreover, Accenture’s customer loyalty study points out that 43 % of subscribers have left a company when they lost trust in the brand. Thus, in these times of a “trust crisis”, it’s more important than ever for brands to use a smart content marketing strategy that builds trust and credibility with the customers. Here are 7 powerful types of content you can use.
1. Reviews
Do all you can to encourage your customers to write online reviews. 68% of customers trust in customer reviews when they make a purchase. Moreover, those reviews will make them trust your brand as well.
2. Success stories
Customer success stories are crucial if you want to establish proof that your brand is valuable. This type of content combines the power of storytelling with an evidence-based data to build awareness, influence customer decisions, increase brand loyalty and strengthen the company’s relationship with customers.
3. Client testimonials
Testimonials from your customers are important because they are considered objective, neutral and therefore more trustworthy. Testimonials provide the confirmation that your customers are seeking before making a purchase. They are encouraging and they create a confidence to move forward with their decision.
4. Webinars
Creating webinars is an effective way to market your content to a large audience in real-time. They prove you’re an expert and allow your brand to showcase its knowledge and expertise. Webinars are useful to educate and inform your audience and provide them with helpful and beneficial information.
5. Ebooks
Ebooks are another powerful way to establish credibility and expertise. A unique advantage of eBooks is that your customers can download them so they feel more like a real object of value. As people who download eBooks are looking for education and information, an effective execution of your message can increase the trust in your brand.
6. How to’s and tutorials
550,000 – this is the average number of global monthly searches for “how to”.Therefore, the how-to guides and tutorials are useful to support your customers with practical tips and guidance. They are also a great way to showcase your knowledge and experience.
7. User-generated videos
User-generated content has many benefits. It can strengthen brand-customer relationships, build customer trust, and boost your brand’s authenticity and credibility. On top of that, video content is taking a more prominent place than ever so user-generated videos can make your customer success stories stand out in the contemporary climate.
