Trust is the scarcest thing on the internet
There was a meme that went viral: a picture of a famous personality saying “the problem with quotes on the internet is that it is hard to verify their authenticity”. The personality was Abraham Lincoln, who died decades before the computer was invented.
It was funny, but it proved the point — you cannot trust most information online. A content marketer has to work hard to earn the trust of readers. Here is what helps.
Establish yourself as an authority
Experts were, are and always will be in demand. Establishing authority brings a steady, loyal following. It takes time, effort, study and a lot of content — but once established it is entirely worth it.
Get an authority's help
Until you are established, it does not hurt to borrow credibility. If an authority shares your work, it earns validation and reaches a much bigger audience. Better still, invite them to contribute. Reach out personally — schedule a call rather than sending an email and hoping.
Honesty is the best policy
The internet is full of rubbish; do not contribute to it. If you do not know something, admit it. If you made a mistake, apologise and correct it. And avoid clickbait — you pay a much bigger price by losing trust.
Be personal, and care for your audience
Sharing personal stories makes you a living, breathing person people relate to. “I invested and earned a 20% return” is far more appealing than an abstract claim.
Interact with your audience. Have a dialogue. Talk to them like a friend, not a salesperson, and keep their benefit in mind. Earn their trust, and the money will follow.
