April 14, 2020
Monica Piccininno

Four ways content can build customer relationships

What is your content doing for you?


It’s well known that content is vital to search engine optimization, but content can also help you to strengthen your relationships with your customers. 


Today we will be breaking down four reasons why; brand authority, social proof, voice, and trust. 


Content builds authority


By creating quality, relevant content you are showing readers that your business is an expert in your field. Therefore, you can be trusted. 


What experts do you look to in your industry? What about their work and their brand makes you trust and value their opinions? 


Try to capture those things in your own content in order to build the same relationship with your readers. You want your content to portray your business as an authority figure in the field. 


If you want to be the best, you need to show it! Back all of the great work you do up with great content. 


Examples of this could include answering common questions, sharing new ideas, and posting content consistently. If a customer finds good answers to their questions on your website, that builds trust and they will know they can come to you or your website again in the future. 


Content keeps you social


If you create content, it can be shared. 


If that content is shared, then you’re capitalizing on social proof. 


The recommendations of family and friends are extremely important to a growing business. Hubspot reported, “83% of consumers say these recommendations make them more likely to purchase a product or service.”


On the flip side, you could be taking feedback and questions from social media to incorporate in your content. If someone asks you a question online, write a blog post about it and put the link in your reply! Show your followers you care and pair that with your content strategy.


Creating valuable content could, when combined with social media platforms, help you build out those relationships into a community. 


Content amplifies your voice


Using the right voice for your business is essential if you want to build those relationships with your content. 


Think about it, your content is a way for you to “speak” directly to anyone reading. 


This writing style can help with SEO, too! Business 2 Community said, “Strong content creation often relies on active voice over passive, so watch for instances of those passive phrases sneaking into your blog posts, social media updates, etc.”


Work together to find a consistent and cohesive voice for your content. This consistency will help customers build that relationship with your brand. 


With your content, you want your customers (and potential customers) to feel like they know you and they can trust you. 


Really, it all comes down to that one thing.


Content builds trust through reputation


The main goal of brand authority, social proof, and voice in your writing is building trust. 


Trust is what keeps customers coming back and gets you those valuable recommendations. 


Let your content be that connection between your business and your readers!