Content marketing is an integral element of developing a long-term trusting relationship with the customer. Content credibility ensures customers’ satisfaction and hence boosting higher retention rates and search rankings. Happy customers will assist the brand in making effective decisions as proven by a study conducted by the Content Marketing Institute and SmartBrief that visitors have no concern with preference until and unless the content is credible.
I have observed numerous brands failing miserably in maintaining the authenticity and quality of content because they just focus on SEO ranking. Citing facts, backlinking, plag-free material, and proper grammar are indeed key aspects of content development, but you might be missing the fundamentals. Scroll down to discover.
“To rebuild trust and restore faith in the system, institutions must step outside of their traditional roles and work toward a new, more integrated operating model that puts people— and the addressing of their fears—at the centre of everything they do.”–Edelman Trust Barometer
Observe and listen
Ignoring your target audience is the biggest mistake you can make for your business. Your first job is to analyse the needs and goals of your customers, their behaviour and response to your content, and their retention rates. Talking to customers and readers is also a good way to understand how they feel about your current content and sometimes they can give ideas that you might have missed otherwise. Once you have developed these insights, draft a content marketing strategy that should include ways to cater to the needs of the audience. The content should be relevant, authentic, and useful to read and implement.
How to listen to my customers?
Some of you might find this pointless and impractical but let me mention the study conducted by Harvard Business Review that making proactive decisions after listening to the customers can increase sales by 86%. Getting my point?
So how do you listen to your customers? Here’s how:
- Count the visits on the websites
- Reason for leaving the page
- What type of content will increase the leads?
- What information are you missing on your website?
- Note the customers’ frequently asked questions.
SEO experts have observed that visitors get irritated by the incomplete and complex information of processes, and they leave the page. Tip: draft your content in easy steps.
Tailor your content
Once you attract a customer, make a promise to add efforts in creating a long-standing relationship. Be specific with the content and don’t provide them with a chance to migrate to any other website. Satisfy their needs without letting them face any hurdles. How are you going to do that?
Prepare a proactive client engagement team that has the expertise of presenting prospects to visitors. Customers may make use of these additional assets in future. Develop a funnel to keep moving customers through different pieces of content while they warm up to your product or service.
Don’t be formal and serious. Once you create a friendly relationship with your client, conversing in professional tone might sound gross. Here you need to change the tone of your content. Be entertaining yet informative. Abstain from using complex technical terms in the content as customers might not know their meaning and purpose. It can withdraw their attention from further reading the blog. (Even I do the same :p)
Check out our blog. You may see the tone of interaction is affable and the poster is quite appealing.
PS: Don’t over design your graphic posters. Irrelevant promotional info graphics on blogs and websites can also divert the customer’s attention. Before uploading content, ask yourself a question, “Is this useful for my customer?”
Be honest… Be real
Transparency and integrity are unarguably important factors to represent a brand’s value. Maintaining transparency can be a challenging task but worth the effort. Let’s see how?
- Design a captivating information infrastructure on your website. The content should be relevantly placed. No ambiguity, please.
- Design the pages of history, about us, why us, and products. You can be formal in the tone.
- Make a landing page for process execution. Define the process in non-technical and understandable language.
- Don’t forget to jot down common client questions in a FAQ page.
These are the mandatory content pages that boost credibility. Take help from Contentilo website and see how we have presented our pages in a tab. Don’t conceal and fabricate anything about your business in the content. Any blunder might put you on a stake of being called a scam.
Embellish your content
Content writing can be beautifully garnished with the following ingredients to receive more hype.
Citations verify the copyrights and authenticity issue. Google will not ban you on using other’s facts and studies. A blog properly cited with statistics and quotes has increased the chance of being backlinked by other pages. This is how Google will start trusting your credibility.
– Use recent information
Google uses the technology of the QDF algorithm (Query Deserves Freshness) to test which searches require the recent results. It’s better to talk on current and trending topics with the latest statistics. Nobody wants to know the rate of the US recession in 2005.
– Focus on grammar
Punctuation, readability score, plagiarism-free content, and proper sentence structure are the cornerstone of credible content. A poor grammar sense in the content will ruin your brand’s image and can also put the visitor in doubt. This happens!
All the factors mentioned above are not a game of a few weeks. Content marketers have to continually make efforts to add value and reliability in their business. Positive interaction with your customer will undoubtedly polish brand’s online reputation. Implementation of these aspects will benefit you with upgraded SEO ranking, a reputed image among the target audience, and last but not the least, CREDIBILITY.