Ingredients of a Content Marketing Strategy That Build Customer Trust

Read Time: 10.0 Minutes 

A month ago, I was hired as a content marketing specialist for a Software as a Service (SaaS) company that is providing HR functions through a cloud software designed to help small-medium business for particular HR needs.

Before then, I had been working on an e-commerce website, and several online shops as a part-time consultant; don’t judge, it’s my way of staying afloat during this harsh times of Unga economy.

Anyway, working for small and medium enterprises have given me a comprehensive view of how it is to work in a startup business; best experience ever. Throughout my job, I have realized our local market-Kenyans have an Issue with trust when it comes to their financial judgments. In cases where there is no trust, take this to the bank, you will always create a lose-lose situation for you customers.

Well, how does this happen? Customers give up on tools that can help them with their finances, while businesses squander on customers.

The quiz then becomes:

How can companies create and nurture trust with their audience?

How can they use content marketing in a way that potential buyers will begin to like, understand and depend on them?

Look at these three key elements you need in your startup’s content marketing strategy, based on my experience building a brand as a digital marketing human and an aspiring growth hacker.

Focus and start with the bigger issue at hand

A while ago, I sat in a consultancy meeting with a Freight and forwarding company discussing how they could incorporate digital marketing into their sales and marketing program.

You see, what came up most, is the target audience for their digital strategy, and it was usual that 60% of the target audience was the "Millennials"-the young people. The chair expressed his concern on how he would like the campaign to be beyond their “clearing and forwarding” slogan, which is basically what they do.

I’m going to use that as an example of how having a “WHY” beyond making money is essential in building a solid business trust. According to me, He-'the Chair' meant adding value to the services they offer.

No entrepreneur is in the startup business field for his or her health. We all need to make money to eat. And, some of us, want to build wealth. While there’s nothing wrong with making money, that’s not necessarily something your customers are familiar with.

Take Millennials or the digital age, as an instance. We are a very socially aware generation. We are not ready to commit our money to companies that we know are doing a disservice to the society. We will, however, give our money to businesses that stand behind certain causes or that are doing their part to fix a social issue especially now where everyone is fed up with every-politics happening.

So, how does this work in a digital marketing strategy?

The SaaS software I am working with isn’t just another HR software. The primary market is the small and medium enterprises, who have at least 4 to 99 employees. In this businesses, the employer most likely does all the work; Accounting, Administrative, HR and Marketing.

Now the software as a service is meant to solve this problem; Accounting, Human Resource and Administration. This enables you as an entrepreneur looking forward to building wealth to concentrate on what matters most, your business growth.

In other words, this software is starting with the huge “why” behind the company. They aren’t just trying to generate income; they’re trying to deal with a big problem for a group of people who would like an efficient HR and administrative service. Every piece of content marketing they put out from this point forward is done through the lens of solving this issue.

Pinpoint and address possible obstacles in your content marketing strategy

Another key factor to getting potential buyers to trust you is to meet their concerns through your content marketing.

Let’s take this service from the software as an example. When trying to get people to sign up and start using the service several objections and concerns may arise, including:

•    Do I need to buy the software?

•    Is my business information safe and secure?

•    Isn’t my business privacy going to be exposed to the KRA?

•    I’m scared. It might be like any other software that fail after subscription?

Most of these concerns can be traced to a lack of basic tech education. Therefore, the content marketing strategy of the company will now include educational pieces that explain how partnering with the SaaS company will benefit them investing works and what the benefits are.

Mainly, by addressing these market’s fears head on, they are priming the market to sign up and start using the software service correctly, hence creating a win-win situation. This helps potential customers feel safer and like they are being provided with a significant value. Over time, this helps build trust in the eyes of potential buyers.

Blend in real stories

We purchase from those we like, understand and trust. A quick way to make this relationship is by looping right stories into your content marketing.

In my example, the co-founders of the software are part of the very market they are catering to. Since they are also business people and HR practitioners, they have real-life stories they can share about average HR, and business struggles small and medium enterprise business faces.

In particular, as I was having a discussion with one them, she explained how for example running a payroll for a business is such as “event”.

Running a payroll should never be an event, I remember every time I thought of running the payroll for my Team, I had to literally think about it. And it sucks! I believe it does to every person who has to concentrate on much more productive things instead of spending a week or two with the HR and Administrative functions . She Maintains.

They will share this in hopes of not just being tech-savvy, but also to portray why it’s important that people save time; so that they break the cycle of employees being caught up in the middle of unfriendly work environment

    ✓Clearing up a bigger problem? Tick!

   ✓Look into concerns through awareness and education? Tick!

      ✓Using real stories to identify with the audience and get their point across? Tick!

By weaving these elements into your content marketing strategy, you’ll also be able to create the strong bond you need to acquire and retain customers.