The experience customers have through marketing content can be one of the most important differentiators for brands today. And yet 58% of B2B buyers don't not believe claims made by the vendors they most recently bought from (TrustRadius). It’s hard to create a great experience if customers don’t trust brand communications. Trust is the gateway to influence perceptions, behaviors and actions and brands that want to succeed in the uncertain environment of today’s digital world need to double down on building trust with their customers. But how? Today’s increasingly digital buyers have high expectations of the companies they do business with: buyers want personalized and relevant information, they want a consistent experience across channels, they want confidence in the brand as a company that cares about privacy, their customers and the community. Meeting these expectations has been a challenge. From fake news to privacy issues to deep fakes, the digital world has become an uncertain source of information for consumers. Tired of information overload, sales focused brand messaging and unremarkable content, 86% of customers say authenticity is important when deciding what brands they like and support (Stackla - The Consumer Content Report: Influence in the Digital Age). Customers want what’s real. They want to trust and be confident about their decisions. While there’s a lot of information and even misinformation about content marketing and what it means for business communicators, there’s hope in building trust and influence by creating great customer experiences with authentic content. To help marketers better understand how brands are winning customer hearts, minds, and trust with authentic content experiences here are 5 important steps:
Build credibility and influence with customers by engaging them and making them part of the narrative that builds trust about your brand where buyers are looking.
“If you want your content to be great, ask your customers to participate.”
The post In Search of Trust: How Authentic Content Drives Customer Experience appeared first on Online Marketing Blog - TopRank®.