Walking the content marketing tightrope
Content marketing can often be a balancing act. The goal of most content pieces is to create shareable content that your audience will want to share with their network. The aim is to increase your reach and make new contacts aware of your offering. Most consumers (9 out of 10 actually) want to share brands content online. On top of this most consumers have started to trust content from brands almost as much as they trust content from established media sources. Insights In Marketing has put together a graphic that gives actionable advice on how to create content that is both shareable and trustworthy at the same time.
Building trust is not as easy as simply throwing your brand or logo in the corner of your content. There are certain guidelines and best practices that need to be followed in order to build trustworthy content. First off your content needs to be a reflection of your brand. This means that your content should address your customer’s interests and values in an authentic way that resonates them. On top of that, the content needs to provide an educational value to your audience. Your audience does not want content that comes across as a sales pitch for your brand. Mentioning a product or service in content lessens trust in every 3 out of 10 readers. Instead, focus on making your content educational. The more someone learns from your content, the more the content and the brand associated with it is trusted. We have more guidance on
To learn more about adding trust to your content, check out the infographic below or see our checklist of 10 best practices for creating infographics for marketing.
To add credibility to your content piece it is of the upmost important to show your sources. Most media outlets will never reference content that is not sourced properly. Credibility is also lost when content uses information that cannot be verified by external sources. Sourcing properly is a good way to get on the radar of the people whose expertise you used in your content piece. Let them know that referenced their work and there is a good chance they will re-share your content with their audience.