As a consumer, what enables you to trust? This was without a doubt the question of the hour during “Battle in the Clouds,” a keynote at this week’s ITEXPO 2013 show, taking place at Mandalay Bay in Las Vegas. The event is currently in full swing, and the Content Boost team is so excited to be attending and hearing all about the latest and greatest in the technology sector. Oftentimes, we find it directly relates to content marketing and brand strategy.
Take the keynote, for example, where the topic circulating the stage was trust. Upon being asked what guarantees or fosters trust between vendors, users and providers, the number one answer among the panelists was brand. Panelist Dennis Schmidt, VP of network and systems engineering at ShoreTel Sky, hit the nail on the head when he said that trust is driven by time. In regards to this, he urged attendees to ask themselves how long a company has been in the game and how much the company has learned over the course of its operations. This, ultimately, is what brings trust to fruition.
So, how are you approaching telling your customers all about your core competencies and company history? After all, they’re not mind readers; what they see is what they get. Your customers will never know the answers to these integral questions unless you provide them.
The answer to this is content marketing. You need to provide original, custom content to tell your brand’s story. Content marketing opens the floodgates for telling customers all about what you have to offer and, most importantly, why they should trust in you.
Regardless of what industry you’re in, you cannot afford to lose customers simply because they don’t trust you. Think about it. Would you trust someone who never spoke to you? What if they just stood there and smiled? Of course, you’d find this unsettling and you certainly wouldn’t want to trust them. But, if the person talked to you openly about not only themselves and what they’ve been through, but things that interest you as well, you’d quickly realize a desire to actually want to learn more.
Sixty-one percent of consumers say they feel better about a company that provides original, custom content – be it a company blog, e-mail campaign, eNewsletter or infographic – and they are more likely to buy from that company, as well. You want customers and prospects to trust your core offerings and solutions; however, they can’t do that until they trust you. Take some time today to think about what you’re doing to strengthen your customers’ trust.