People trust experts, so one of the best ways your business can build trust with customers is to showcase your expertise through regular articles.
Consumers have a wealth of information at their fingertips today thanks to the internet, and they can research most topics rigorously before making a purchase.
That said, the internet is heaving with misinformation, so consumers want clear and reliable advice from brands they can trust.
Savvy businesses can take advantage of this thirst for knowledge by providing up to date and well-organised information on their own websites.
The best way to do this is to regularly produce concise and informative articles that help customers with their decision-making.
Regular articles and other content marketing activities not only establish businesses as experts in their field but can also improve their online presence and support sales teams.
Here are a few reasons why producing regular articles creates trust with your audience:
Articles boosts brand awareness
When people are looking for advice on a particular subject, they will often rely on Google and other search engines to deliver the most relevant results.
Regular articles can help your website rank among the top search engine results and drive more customers to your website.
Other sites are more likely to link to interesting articles on your site rather than a general page. This is important because search engines see backlinks as one way to measure a website’s authority, prioritising quality links over quantity.
If you have high-quality, informative articles that are ranking well this will allow your target audience to find you easily and view your brand as an authority. It’s a simple way to start building that trust factor.
Articles support your sales efforts
Articles also support your sales efforts, with research showing 82 per cent of people that consumed marketing content went on to purchase a product or service from a company.
Articles can act as internal business resources too, providing in-depth knowledge about your products, brand and market to your sales team.
These resources can help sales professionals identify what stage a customer is at in the buying cycle and highlight how your offering solves a problem or need.
When customers are equipped with information and know-how, that empowers them to make informed buying decisions with confidence. This allows them to associate your brand as one that is trustworthy.
Articles act as a soft sell
Nobody likes a pushy salesperson, which is why articles offer a great way to reach an audience in a gentle yet effective manner.
Marketers can use articles as a soft sell rather than a straight-up advertisement or direct sales pitch.
For example, you might want to retarget one of your website visitors with a digital ad that links to a ‘how to’ article about a product that they were looking at. It’s a subtle way to connect with the potential customer to reignite their interest, and because they have already visited your site, they are familiar with your brand.
This extra point of contact, through a retargeted article, could be just the thing that gets them over the line to make the purchase.
Keen to include articles in your marketing mix?
While content marketing can make a big difference for your company, it’s best to incorporate different marketing activities into your mix.
At Assemblo, we see regular articles as part of the fundamentals stage to creating a well-performing marketing plan.
Assemblo is a full-service marketing agency based in Melbourne with notable experience in creating effective articles, from writing a content marketing plan through to publication and amplification on social media.
If you need help with producing regular articles or simply want to learn more, give us a call on (03) 9079 2555 or drop us a note via our contact form below.