Why content isn’t king, trust is

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One of the key phrases used by SEO agency staff around the globe is ‘Content is King’ but this is far from the truth. Whilst content is essential to successful content marketing, what is of most importance is trust and the relationships between you and your audience.

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Why content isn’t king, trust is

  1. 1. Content Isn’t King, Trust Is One of the key phrases used by SEO agency staff around the globe is ‘Content is King’ but this is far from the truth. Whilst content is essential to successful content marketing, what is of most importance is trust and the relationships between you and your audience. The goal of content marketing is to build and maintain trust between your business and your potential customers. The small business world is an example to all as familiarity and word-of-mouth recommendations are what make it tick and it’s a clear indicator of how trust can make or break a business. Making your content marketing work takes more than simply hiring an SEO agency as you need to look at what you’re saying and the way you’re saying it. Here’s a closer look at some of the industry leading content marketing tips to develop and build trust.
  2. 2. Stick to your own Ground Save your best content for your personal domains. There are hundreds of cheap channels to spread your content since social media has taken off and they have huge value when it comes to ensuring as many people as possible have access to your content. Social media can act as an outpost for your business, directing all interested parties back towards your website – your home where all the golden content lies. Your own site should provide every visitor with something they need whether it’s an answer to a question or the product they need. Quality content is the beginning of a relationship with your customer upon which trust can be built.
  3. 3. Be a Helping Hand Content marketing is all about developing trusting relationships which result in business transactions. A positive way of ensuring this happens is to be approachable and to happily answer customer questions, clearly and transparently. If you have the opportunity to refer back to your product or service in the answer, by all means do it, but you need to avoid appearing like an advertisement at all costs. If you simply remind prospective customers that you offer X, Y and Z at certain prices, you’re not engaging them and they’ll switch off. You’re just a salesman. Pushing sales does not build trust. You’ll build trust by providing your audience with guidance and help when they need it. The hard sell very rarely works.
  4. 4. Write what your Readers Want This may sound like common sense but you’ll be surprised by the number of businesses who don’t do it. Plenty of branded blogs and websites are packed with content that is of no interest to anybody but themselves. You need to write what your readers want to read, whether this is ascertained by asking them through outright means such as social media channels or by monitoring their behavior, either way you’re able to take note of the types of content they enjoy and replicate it in your own voice and style.
  5. 5. Reference Industry Leaders You may have no doubt that you’re product or service is the best in the industry but there are other people who’ve been at it longer and are already well thought of. Referencing these people will earn you brownie points with your customer base and engagement levels will improve. It doesn’t make sense to cite your direct competition of course but referencing experts in your field is a good way of putting across your point or even giving an opinion that differs or improves upon the point they’ve made. In many instances the people you’ve referenced will be happy that you’ve mentioned them and they may even promote your content in return, for free!
  6. 6. Conclusion Content marketing can be difficult to strategies but it is completely possible. You need to keep your target market in mind at all times and give them what them with what they want to see. It’s clear to see that content isn’t king, it’s simply the means to the results you want.
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