Is Trust Enough?
Image via
Trust. Trust is something that people value. When there is trust there is a sense of safety, a feeling of contentment, an overall belief that things are ok – perhaps better than ok. Think about who you trust: a doctor, a friend, a partner, even a pet. We learn trust based on consistency in our experience. The experience needs to be worthy of the trust we place in it. Trust can be achieved through a deeply personal experience, and sometimes trust is created because the masses have expressed their opinion. So through their collective delight, the natural outcome is one of naïve trust – not experienced but supported through the mere fact that if the crowd feels something is right – it must be right!
What is trust anyway? Is it a belief in something or someone? For instance, I trust you. Is it a hope? Or perhaps a promise? Yes, Yes, and Yes. So what is the relevance of trust as it relates to marketers…. and does it really matter?
Today, as in the past, companies bear the responsibility to build trust in the goods or services that they deliver to the market. There is a lot of noise about “promise of value” associated with companies brands. A promise is made and we are asked to believe and trust that the promise will be delivered. Think of the “good housekeeping” seal of approval, which gives instant credibility. Whether you are marketing cars, clothes, or canned goods, you want your audience to believe in what you are telling them – you need them to trust you so they will act.
Doesn’t every brand need to advise, teach, and coach in a manner that is tried, true, and trusted? Sure they do. But is trust enough?
Once again the marketers’ dilemma surfaces and new thinking is required. Buyers need more than to just trust in a brand. They need to view the brand promise and associated offering as something that is better than the alternative. The brand needs to differentiate not just by being a trusted advisor but also an advisor with credibility, authority, permission, and authenticity. The Internet houses an ocean of data and therein is the secret ingredient to advancing from the trusted advisor to the advisor who stands out as an authority who the buyer can trust.
Content is the all-important key– it is all about content and relevance. Content without relevance is like shoes with holes in the sole. Your audience demands that you provide information that means something to them. This helps them in their endeavors, and even if they don’t buy at first, they are appreciative and this appreciation renders itself in loyalty and eventual action.
Delivering the brand story with confidence and authority requires courage. Yes, courage. Because relevant content isn’t just about your company and its products and services, but all that surrounds, impacts, and influences it. That means that your competitors’ stories might need to appear in your content. Building credibility means you need to provide balanced and compelling stories…those that are interesting, but most importantly relevant.
Many companies define content as a keystone of their marketing strategy – yet a pretty website with lots of content that is myopic, overwhelming, unimaginative, or candidly boring is really not the way that brands become authorities. They become authorities by going beyond the norm – reaching out beyond the typical boundaries and telling stories that are important, provocative and relevant so that people keep wanting more – keep coming back – and why? It’s simple. They trust that you are an authority not only with your products and services, but an authority about the sector and all that surrounds it.
At Trapit we can help you become the authority that is trusted. With our Content Curation Center you can discover and deliver relevant real time content on your website, through email, on smartphones, tablets, or through social outlets. And guess what – it’s fun and easy. Come and visit us at Trap.it – we are your authority when it comes to creating content that counts. Let us make you one too.
-Pat