As an online marketer, you are likely to be looking at different strategies like SEO, PPC, social media and content marketing to reach out to customers. Each of these strategies have their pros and cons with respect to how soon you can see results to how much a campaign can typically cost.
Among these different channels, content marketing is without doubt the easiest and most effective ways to get customers. SEO takes a lot of time and persistence while PPC can cost money. Social media marketing on the other hand, is essentially a second-tier marketing channel which can only succeed with good content. With content marketing, unless we are talking about exhaustive whitepapers, it is possible to get seen by customers from day one.
But getting seen is only the beginning. For your content marketing campaign to be a success, you will have to establish credibility and trust with your customer. In the absence of these factors, your content marketing dollars could well amount to nothing. This is because no matter how much promise a prospective customer sees in your product, they are unlikely to open their wallets unless they are certain that they will get value for their money.
So how exactly do you build trust? The first step in this process is to build a website that new visitors could trust. No matter how authoritative your content is, if your website is not thoroughly proof-read, does not contain your contact details and is not visible on Google ( or on business listing directories for that matter), then your content marketing may not exactly help with building new business relationships.
Solution: Hire a professional copywriter to draft your website content. If you are a new business, follow these tips to get your website indexed on Google. Finally, use a service like Yext to automate the process of getting your business listing distributed across the various directories.
Now that you have a credible profile online, the next step is to build content that will exude trust and confidence in the customer about transacting with your business. While what content you provide your readers is definitely important, it is also critical to stick to your strategies long enough to measure growth in customer trust. It is difficult to build customer trust just after one guest post or a whitepaper. Your target audience is more likely to trust you and your business when you are visible to them on a consistent basis.
Solution: Identify the key content marketing strategies you would want to adopt for your business. This could include an in-house blog, a writing opportunity on large publications, whitepapers or ebooks. Once you pick the strategy, persist with it for at least a year. While it is not recommended to drift from a strategy, it is always a good idea to tweak your strategy to ensure higher success rate.
Finally, make sure that the content you provide is of the highest quality. Quality here refers to unique and highly researched pieces that a ghost-writer may find difficult producing. When the content you provide is highly valuable and unique, there is a higher likelihood for customers to trust and come back to you. In comparison, articles written solely for the purpose of SEO or social media (including listicles) do not always come across as unique or valuable and may not draw the same level of trust.
Credibility and trust are two of the most vital metrics that businesses need to exhibit in order to win the loyalty of their customers. While content marketing may be simpler and sometimes even cheaper to execute than SEO or PPC, it is ultimately how well your customers trust you that determines your conversion rate and ROI.