6 tips for content creation in trust marketing | COCO

With our trust building blocks method, we highlight what matters in online marketing when communicating trust. But what is the most important thing to look for when creating appropriate content for trust marketing?

The classification of trust marketing

Trust is an increasingly important value in marketing. In times of increasing competition from online retail and international competitors, companies can no longer position themselves solely on the quality of their products.

Especially when it comes to addressing potential new customers, a Leap of faith elementary. As a company, you can achieve this by communicating trust - trust marketing.

A distinction must be made between the Reputation. This describes the good reputation that precedes you. If, for example, a buyer advises his colleague to take a look at your website because he has already had a good experience, you will benefit from this reputation. However, this reputation must then be confirmed online.

Also not to be confused with trust marketing is the charisma of your personal trustworthiness. The moment you have your new customer on the phone, in an online meeting or in person, other factors apply. Here, your empathy, your similarity to the prospect, your voice, your appearance and much more are decisive. Trust marketing describes the still anonymous stage before that.

Trust marketing through your website content

There is practically no business anymore in which you don't present yourself via your website. The content there, i.e. the texts, images and videos that you publish there, are existential for your business. What are the most important tips to take to heart here?

1. always communicate from the customer's point of view

I experience it again and again, especially in the B2B sector. But it's also too tempting, after all, you're insanely proud of your great products and services. Nevertheless: Online, only the interest and the Needs of your customers. You should always talk about that first. And only then present the solutions (your products) for it.

When your new customers realize that you understand them, it creates trust. Very important: Answering questions is becoming increasingly important. The share of mobile use of your website continues to rise. And mobile users are getting more and more used to the fact that it's easier to ask Google something (in spoken form) than to type it out. So analyze which Ask your new customers want to get answered.

The first question is always: Am I in the right place? So show who you are and what you do very quickly.

And then there is a long list of other questions. These are great to analyze online. Just take a look at what questions Google lists when you type in your most important keywords. The answers to these should show up on your website.

On the desktop, of course, it's different. Here, individual Keywords entered. So it depends on your target audience what you focus on. Ideally, you might even have separate content for mobile and desktop.

Basically, however, the same always applies to the content on your website. It doesn't matter if it's mobile or desktop. Ask yourself what your customer gets out of using your product. What is his ideal result in the process? You should write about that.

Just count how often you write WE on the website and how often YOU. A good ratio is 5:1, mind you: 5 times YOU.

2. use videos

Videos are an excellent tool for radiating trust. If they are well made. Without arrogance. Approachable. Focus on the customer. Not too long. Not too loud - also in a figurative sense. That means, for example, without large fonts in garish colors. You want to radiate confidence and not promote the latest sale.

3. Only the best photos convince

Photos from the company are great. Unfortunately, they don’t go everywhere. Especially not in times when the majority of employees are in the home office. Photos of the management are the absolute minimum.

Think carefully about how you act would like. The friendly face to the person you are eye-to-eye with is not always the optimal expression. Think of a doctor or a counselor in a crisis situation. There, concentrated authority with a hint of arrogance can certainly seem trustworthy. But not too much of it, please.

Unfortunately, the same applies here: Please save elsewhere. Good photographers are always worth their money. Top equipment always takes better pictures than your smartphone. You don't want to replace the photos on your website so quickly. It's always worth investing a little more here.

4. your text deserves more attention

Text must be correct. Spelling errors are a no-go. In many industries, what you publish online has to be legally checked. And the SEO requirements must usually be observed.

But the most important thing: See before - write from your customer's point of view.

And: Please write not boring. Even if you produce small electronic parts, you can describe this smartly.

The Dwell time on websites is becoming shorter and shorter. Users often say goodbye after just a few seconds. No wonder. Most websites are standardized through and through. There's no fun in reading. And the longer you keep your customers on your website, the more time you have to get the important information across to build trust.

Don't misunderstand: Of course, your customers expect professional expertise and not literary flights of fancy. But there is a good middle way, which is unfortunately still too rarely seen on websites. We are happy to help ;-).

5. do not spare with positive results of your work

Modesty is an ornament. But not online.

The nuts and bolts of trust marketing are your past results. Show References. Use Statements from customers. Best as Videowhere it is possible. Otherwise image plus quote.

For this purpose there are a number of other communication methods for your results. Before and after pictures are appropriate in some industries. Numbers can summarize and quickly convey the sheer volume of your results. Have you received an award for your results? Are reviews from online portals common in your industry? Or simply the customer experiences that show up in Google comments? And last but not least, positive reports in the media nicely show the value of your work results.

As you can see, there are many ways to present your work. This is how you generate trust. Use what suits your industry and your company best.

6. Blog or stories are highly recommended

Why do you have to do that? What are we supposed to write? And how to keep it up to date?

Still: It has to be, not only to make your SEO manager happy. To DistinctionStories are longer than blog posts. They are updated much less frequently. But they contain more valuable content in the form of videos, infographics and the like.

Both of these methods are excellent for improving your Expertize and your Passion for the topic. To demonstrate your comprehensive Competence in all the areas that are important to you, there is nothing better than a blog.

Conclusion on content creation in trust marketing

To communicate in a trustworthy way, your website must not only be professionally designed. All content, from photos to videos to texts, deserves your full attention and the necessary budget for content creation. You should always think of your customers first and show what is relevant to them. If you then add a blog or stories well done to it, it should look good for your trust marketing.