Earning loyalty and trust: is your content cutting it?
In the sea of noise and text online, it can feel difficult at times to get your content seen, liked and shared; however, as we are discovering about many aspects of online marketing, it is not about exposing your brand to everyone but making sure the right content is seen by the right people at the right time.
Engagement for engagement’s sake
When most people are asked what their goals are for their content, the answer is ‘engagement’. While audience engagement is definitely important, it is not the be all and end all of content marketing; after all, popular posts can easily be copied by the competition and engagement can be incredibly fleeting. As a metric for the success of a website, it is not the most effective.
Getting your audience – both consumers and potential business partners – to trust your brand image is so important in the online marketplace and people tend to respond positively – unsurprisingly – to a personal touch. Let the guy in the office who is great with cameras spend half an hour making a vlog; interact with the people who want to interact with you; and share valuable content from other sites that you think will help your readers.
Building trust and being credible does not just come from the actual writing on your website; a large part of it comes from the design of the site itself. Low-quality design can make you look amateurish and it is so easy these days to contact a company such as http://www.rycomarketing.co.uk/web-design.html, which provides web design in Newry and Belfast. There is no excuse not to have a slick-looking site.
Once trust is in place, loyalty can start to come into the equation. According to Joe Pulizzi from the Content Marketing institute, most companies do not have the patience to build up a loyal audience; however, the work required here can really pay off.
Content loyalty means making your content work hard for you rather than working hard to produce a lot of content that remains stagnant. If you produce content that people trust consistently over a long period of time, people become fans of your site and promote your posts for you, interact with each other in the comments, and bring traffic back to your site again and again.