Content marketing, if done properly, is a great instrument for building trust. It allows you to connect with people regularly so you can show them why they can—and should—trust you. As I said in a prior episode, it’s the only way to do this if you are a small player.
Here are the three core elements you will need:
- Consistency: The foundation of trust. When you are planning your content strategy, start with the notion that you are going to consistently deliver. Treat it like a promise to your audience, no matter how big it is at the time.
- Persistence: The engine of consistency. Keep at it. Content marketing is about building trust, and trust takes time. Be persistent in learning, adjusting, and trying new things. Eventually, you will learn enough to be really in tune with your audience.
- Patience: The patron of persistence. What happens when it feels like no one’s listening? Do you give up? Here’s the good news. If you do it right, your content won’t expire. Then it’s an investment rather than a cost, so don’t worry so much if it’s not generating immediate awareness. The content you produce is going to be valuable for a long time.
These three things, taken together, make it really important to work from a content plan. It’s not momentary—you want to build out something that has enduring value to your audience.