The noble responsibility of the news media to act as the "fourth branch" of government is no longer necessary, as politicians often implicate themselves on social media. 61% of the world deems journalists as nonobjective, and "Fake news" is so pervasive our schools have to teach kids how to recognize it. Businesses, however, have a chance to take center stage with their thought leadership, as 61% of the world trusts them. Content marketing is one of the best ways to build customer trust.
Lead with customer pain points, enlist subject matter experts, tell stories, and cite stats and sources correctly. Tangential content can be used to provide information without a direct sales pitch. Case studies, employee incentive programs, and internal newsletters help increase trust. Don't forget about distribution, as reputable channels can increase trust from their readership.
Businesses have the chance to build trust with customers using content marketing. Lead with empathy, use SMEs, create tangential content, tell stories, cite sources correctly, and focus on distribution to help increase brand trust.
Do Customers Trust You? Six Tips for Earning Brand Trust in 2021
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