Content marketing: it’s what we believe in, and what we do for our clients. So, what’s all the fuss about? Well, the real power of content marketing goes beyond sending a bunch of words, images, and videos into the digisphere—it’s a way to build trust, credibility, and brand authority in B2B marketing.
What is content marketing, really?
Sure, you can publish an informative blog post or a thought-provoking question on LinkedIn for the sake of saying something. But, when done right, content marketing is an intentional strategy that focuses on providing valuable insights that appeal to your target audience.
To be fair, a single blog post may not generate enough leads to get your business listed on the NYSE, but consistent, deliberate content creation has the potential to create lasting impressions and nurture strong customer relationships. Think of it as a marathon, not a sprint—an investment that fosters brand reliability and loyalty over time.
Why content marketing matters more than ever
Today’s customers are inundated with marketing messages from all angles and at every touchpoint. They’re increasingly discerning, and competition from other brands is fierce. That’s why your content needs to do more than fill the web; it needs to fill the gap between your brand and your audience’s trust. Considering that nearly 60% of consumers have recommended a brand they trust to others, and 70% are more likely to purchase from brands they trust, you can see why content marketing matters!
How does content marketing build trust?
Here’s how content marketing does the heavy lifting when it comes to building trust in the B2B marketplace:
1. Showcases expertise and authority
Whether you’ve been in the industry forever or you’re just starting out, every business has unique insights, experiences, and expertise to bring to the table. Sharing that expertise through valuable content can grow awareness (in B2B contexts, 84% of businesses report successfully raising brand awareness through content marketing) and set your brand apart as a trusted leader.
Brands that regularly offer online events, in-depth guides (check out our comprehensive email marketing guide), helpful blogs, or engaging social posts position themselves as authorities. When B2B customers consistently find reliable, expert content from your brand, it’s a huge trust booster. For example, our client in the financial services industry makes it their mission to keep their clients and potential clients abreast of the latest tax changes, economic trends, and financial tips via their blog, webinars, and social media accounts. In an industry where trust is invaluable, consistently providing well-researched, up-to-date content has positioned them as a go-to resource and trusted partner for financial guidance.
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2. Sharing consistently breeds confidence
McKinsey says it best with their “3 Cs of customer satisfaction”: consistency, consistency, and consistency. When a brand consistently produces insightful, high-quality content, it’s sending a signal to its audience: we’re reliable. A steady online presence builds a sense of reliability, making it more likely for potential clients to trust and choose your brand over others.
3. Offering value without the ask
In content marketing, providing value doesn’t come with an asterisk. You build rapport with your audience when you offer solutions, insights, or helpful information with no immediate expectation of return. By putting your audience’s needs first and providing genuine solutions to real problems, you nurture an environment of trust and loyalty. If your brand consistently educates and empowers without a hard sell, clients will feel more comfortable coming to you when they’re ready to make a decision.
Take this blog post, for instance. We genuinely want to help you see how content marketing benefits your business. Extra bonus if one day you trust us to help you with it!
Further reading: Here’s how content aligned with business goals drives results
4. Creating genuine conversations
Content marketing should include two-way conversations. Whether through social media, webinars, online reviews, or the comments section, having an open dialogue with clients and potential clients builds trust and humanizes your brand. For example, interactive content formats (think Q&A-style webinars) can create personal connections and show your targets that you care about their questions and genuinely want to help.
5. Saying something new builds credibility
Original data and insights move your brand from mere participant in the industry to influencer in the conversation. (I too cringed at my use of the word influencer here, but pretend that Instagram doesn’t exist for a minute.) Content pieces with proprietary data are more likely to be shared by industry publications and picked up by journalists, bringing additional visibility and creating a cycle of credibility. Backlinks from respected publications increase brand recognition and authority, driving trust with both Google and your readers.
6. Building trust through strategic SEO
Transparency = trust, so we’ll say outright that getting to page one in the search results doesn’t happen overnight. However, with a strategic approach, content marketing can steadily improve your rankings. By creating high-quality content that meets search intent, using well-researched keywords, and optimizing for search engines, content marketing increases your brand’s online visibility. As your content appears higher in Google searches, audiences begin to see your brand as trustworthy and reliable.
You may also be interested in: Mastering SEO: The power of metadata, content, and strategy
Ready to build trust with content marketing?
If you’re looking to step up your content marketing game, Brighter Messaging is here to help. We can help your brand develop a content strategy that leads the conversation with authority, connects with your audience, and builds long-term trust.
If you’re not quite ready to trust us yet, let’s stay connected. Follow us on LinkedIn and Facebook, or sign up for our spam-free bi-weekly newsletter.
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