At a time when marketing messaging is abundant but consumer trust is scarce, the demand for establishing credibility through valuable, reliable content can not be ignored.
In this blog, we look at the invaluable role your content plays in building and maintaining a positive image for your business.
- The Importance of Content Marketing in Establishing Credibility
- Criteria for Assessing Content Credibility
- Types of Content Writing To Build Customer Trust and Brand Credibility
- Other Helpful Content To Improve Online Reputation
- Content Marketing Channels
- How Reputation Management Companies Help With Content and Brand Credibility
The Importance of Content Marketing in Establishing Credibility
Here’s how content marketing helps you improve online reputation and overall brand credibility:
#1. Demonstrate Expertise
Instead of just making bold claims without proof, content marketing lets you elaborate on your expertise. For instance, you can showcase your proficiency through informative articles, engaging videos, insightful infographics and authentic customer testimonials.
#2. Stay Relevant in a Crowded Space
Content helps you not only stay relevant but also remain in the spotlight. By consistently churning fresh, up-to-date content, you signal your audience that you’re actively engaged and committed. So, it isn’t just about being seen but being remembered.
#3. Build Trust Through Helpful Content
When your content hits the mark in addressing user intent, it opens the door to lasting relationships with your audience and drives business success. It’s a win-win situation where the customer finds value and your brand benefits in various ways.
So, if establishing credibility is your end goal, you must embrace the importance of content marketing.
Criteria for Assessing Content Credibility
Take a look at the key attributes of content that truly prove helpful.
- Audience relevance: The content should be useful to the intended audience of the business or site.
- Demonstrated expertise: The content should showcase first-hand expertise and in-depth knowledge of the subject matter.
- Clear purpose or focus: The content should have a primary purpose or central focus.
- Educational value: After reading the content, the reader should feel they’ve gained enough understanding to help them achieve a specific goal.
- Satisfying user experience: The reader should leave with a feeling of satisfaction after consuming the content.
These criteria emphasize the importance of creating content with the audience’s needs in mind rather than solely focusing on numbers, such as how much content you can put out.
To guide you further in your content marketing and reputation management strategy, you can take a look at Google’s helpful content guidelines. It is mainly designed for search engine optimization (SEO) content, but you can apply the principles and insights across the board.
Types of Content Writing To Build Customer Trust and Brand Credibility
Here are only some types of content you should invest in to build customer trust.
Delivering insightful blogs that address common questions or challenges in your industry helps establish your authority and expertise. Detailed blog posts have a higher likelihood of attracting the specific traffic you desire, especially when you target long-tail keywords.
2. Expert Features
When you feature industry experts in your content, you’re essentially tapping into their established credibility within a field or niche. It’s like having a respected professor vouch for your research. Their endorsement carries weight and validates the quality and relevance of your content.
Create an ebook that delves deep into a subject within your field and showcases expertise while offering substantial value to potential customers. Moreover, since eBooks are often gated behind a sign-up form, they also serve as a powerful lead-generation tool for your business.
White papers are meticulously researched, delving deep into a specific topic and tailored for a professional audience seeking in-depth, technical insights. On the other hand, eBooks are like versatile guidebooks, visually engaging and designed
5. Case Studies
Case studies are success stories narrated by the product or service provider, detailing the specific challenges a customer or client faced, the solutions implemented, and the exact results achieved. They provide a deep level of insight for potential customers or clients.
6. Social Media Posts
As with any content, putting your audience first is paramount. You want to pull from their needs and wants and then tailor your posts to meet those. For a more targeted approach, identify the top social media content marketing channels relevant to your business.
While short-form videos are particularly popular today, both long and short videos are a versatile medium. They can effectively convey information, entertain and resonate with your audience. Keep in mind people with disabilities or non-native speakers in your videos.
Other Helpful Content To Improve Online Reputation
To zero in on your reputation management strategy, here is some specific content to consider.
8. Customer Testimonials for Products
Written customer testimonials often highlight specific features, benefits or results experienced by customers. They provide valuable insights that can influence purchasing decisions, affirming the value of the offering.
9. Client Testimonial Videos for Services
Testimonial videos provide a face and voice to the endorsement, creating a more personal connection with potential clients. Seeing and hearing satisfied clients sharing their positive experiences provides powerful social proof.
Both written customer testimonials and client testimonial videos are user-generated content (UGC). UGC is any content created by individuals outside of the brand, and as such, the brand has limited control over what is said about its products or services.
So, how can you positively influence the client or customer video testimonials you receive?
Your part is ensuring your offerings are of high quality and live up to its claims. Still, user experiences and opinions vary widely, so be prepared to actively respond to feedback to maintain a credible reputation.
Content Marketing Channels
Consider these content marketing channels where you can share and promote the content you create or earn. Let’s categorize them:
- Owned media: Websites, blogs, social media profiles, email newsletters, mobile apps and any other digital properties controlled by the brand fall under owned media.
- Paid media: Paid search ads (like Google Ads), display ads, social media advertising (like Meta/Facebook or Instagram ads), sponsored content on websites and promoted posts on social media platforms.
- Earned media: Customer reviews are also earned media. But in light of content distribution, let’s look at earned media as third-party media coverage, such as news pieces or blog features.
Ultimately, where and how you distribute your content depends on your resources and where your audiences are.
How Reputation Management Companies Help With Content and Brand Credibility
Online reputation management (ORM) companies bring expertise and focus to the table. They take over ORM aspects, which many busy business owners struggle with. These include:
- Content generation, including reviews
- Local SEO to ensure business listings are accurate
- Review monitoring and management to analyze sentiment
- Review response, including crisis management
Rize Reviews’ Reputation Management Consultants
Rize Reviews is a team of reputation management consultants ready to help your brand improve your online reputation one piece of content at a time.
We can also help you strategically gather customer video testimonials — talk to our team.