Build Trust and Influence with Consistent Content Marketing – It Might be the Missing Piece in Your Business Model


Content marketing has become the foundation to any good marketing strategy – especially for businesses that provide services to other businesses. It’s a powerful tool for marketers, but it is also valuable for every other department in your organization. Human resources, internal communications, project fulfillment, or account management already do it to some degree or could benefit from doing it more. From the job descriptions posted by HR that highlight your company work culture, the latest financial results update that finance reports internally, to the final report that your project manager submits to a client, content plays a vital role in all business communications and growth objectives.

Your organization likely has a mission statement and some core values that tell the story of your brand and define how you want to be perceived. Part of those values typically involves some type of customer experience promise. Every employee is meant to contribute to those values, has a role to fulfill and should be able to align the work they do to furthering that customer promise. Building on this notion, each department typically goes off on their own to develop a plan that they feel will accomplish key objectives while maintaining alignment with those values.

But the content produced by each team from those plans rarely has a consistent voice, message or distribution approach. Sooner or later your clients and customers will be impacted by this and you can risk eroding their engagement and confidence in your organization. By implementing an integrated content marketing strategy across your organization, content creation and distribution could be much more effective – building influence, stronger relationships with your clients and, most importantly, trust.

“Trust is built with consistency.” –Lincoln Chafee

Where to Begin?

People have access to information like never before. Your audience looks for information to make decisions about your organization and how they perceive you. They will only pay attention to you if you provide information that is interesting and relevant to them.  This is where developing good, consistent content comes in. Content development will help you:

All of this comes back to trust. Are you going to solve my problem? Do you practice what you preach? Do you have what I need? Is your expertise legit? Can I relate to you on a human level?

People value real conversations, experiences and stories that are transparent and relatable. All of your experiences, on-the-job situations and interactions with team and learnings and work are valuable insights that your customers and clients can probably relate to.

The ways to tackle good content creation to address these qualities are endless. Whatever the medium you choose (ie. Blog articles, videos, case studies, etc.) focus on telling stories that are inviting, transparent, relatable and personal.

47% of potential customers viewed 3-5 pieces of content before engaging with your business development team. (Demand Gen Report, 2016)

People are checking you out before they reach out. If you truly want to see growth in your business, increase positive perception or make a difference to the success of your team, find ways to connect with your audience and infuse yourself into their lives through content marketing.

On June 26th I’m going to share the most effective content marketing tips and tricks to tell the stories that help you build trust, humanize your brand and influence business growth. Join me for this 1-hour webinar to learn more.

By Angie Huk

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