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CONTENT ☛ WEB VERSION: Click Here


How to build trust in your content for sustainable business growth


By Timo Vertainen, CEO, React & Share


Our recent research collected by the team at React & Share showcases the search habits of consumers online in 2020/21.


T


hrough the use of a YouGov survey, it was revealed that only 1 per cent of Brits believe everything they read online


despite 88 per cent of us searching online at least once a day. As online searches continue to grow, it has never been more important for consumers to trust the content they read online. Any website that holds trustworthy content can relate to sustainable business growth by ensuring repeat traffic and increasing your rankings. So how can you improve your content strategy and build trust within the online content that you provide your target audience?


Let your audience talk to you Asking your readers what they want is the number one way to build trust in your content. By reaching out to your audience to find out what they think, you are automatically displaying an interest in their needs - putting your head and shoulders above those who press post without a care in the world. After all, when you publish content how do you know - without collecting feedback - that your audience has left the content feeling satisfied? To get effective feedback from readers, don’t ask too much of them. A couple of your readers will want to email you or complete a survey. A few more may leave a comment or chat with a bot but almost all would be willing to click a button.


We’re huge advocates for pulling in voices from respected industry members to foster


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trust between you, your content, and your community. In these turbulent times, reliable content from reliable sources has become central to the lives of millions, and who’s more trustworthy than the (other) experts in your field? Featuring industry thought leaders, highlighting testimonials, platforming case studies, or even including your customer in your content is a great way to build credibility. This is where social proof enters the chat. Social proof is the idea that people mirror the actions of the masses and can come in many forms including word of mouth, reviews and other content efforts.


Don’t ignore the (qualitative) data It’s important to pay attention to what the numbers are telling you about your content. Data can be deployed to inf luence decision making, inform content strategies, and demonstrate your teams’ efforts. There are plenty of free tools to gather some pretty interesting insights, however, we’re inclined to warn against focusing solely on gathering quantitative rather than qualitative data. Quantitative data can give you great insights into how your content is performing on the surface but quantitative data gathered via feedback can let you know exactly how your reader feels about the content that you’re posting. Bounce rates, traffic, and likes are much less important than human-centric metrics such as customer satisfaction, shares, and engagement that get to the heart of your audience’s needs.


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