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10 Proven Ways To Build Customer Trust With Blogging (Includes Free Template For Your First Post)

When customers trust you, they’re more likely to advocate for you. Through social media, online reviews, or even word of mouth, social proof has become the most powerful marketing tool in a business’s arsenal, and brands are catching on.

If you exist in the digital market, customer advocacy is worth its weight in gold. But how can you build trust in your audience if you don’t have a large marketing budget or years of experience? Is it possible to build a loyal, excited audience that’s bursting to tell their friends, family, and colleagues about your next product launch?

Short answer: yes!

With one of the most effective ways to build trust in your clientele: serving thoughtful, helpful, informative, and, most importantly, relatable content. Let's dive in.

How content marketing builds customer trust

First, what exactly is it about content marketing that instils brand loyalty?

  • Providing valuable information without asking for anything in return positions your brand as genuine and helpful. It shows you care about your customer's problems and you’re willing to help without pushing them to make a purchase

  • Consistent sharing of content gets your customers in a rhythm where they know what to expect from you and when

  • You become a voice of authority

  • You can use content to address negative feedback

  • Content marketing helps you become more accessible to your customers

10 Thoughtful Ways To Build Customer Trust Through Blogging

1. Create story-driven content

Telling stories is how we create connections with each other, and we humans have been doing it since the beginning. And because it’s the most natural and relatable way to connect with people, brands that tell more sell more.

UK-based chocolate brand Maltesers is a fantastic example of a brand that has mastered content-based storytelling. If you look through their marketing and advertising history, you’ll find tons of emotion-grabbing content that resonates deeply with their customers.

In the UK, Maltesers’ campaigns have always been talking points—in the office, at home or school (Brits will remember trying to gobble up a Malteser chocolate using a straw while their boss/teacher/parent wasn’t looking).

In 2016, for example, the brand went viral for an advert that got everyone talking. The hilarious ad centred around a sexually active person with cerebral palsy, talking to her friends about a recent night with her new boyfriend. I won't spoil the best part for you - here's the video.

The message behind the ads was to show viewers that we can break down universal barriers and normalise change by acknowledging and embracing those awkward yet funny moments.

The result?

57% of customers said Maltesers changed the way they saw disability.

2. Take a stance on social issues

Topics that have been considered too taboo for businesses are becoming talking points at the water cooler. There’s no shortage of global ethical, cultural, or societal injustices, and your customers want to know where you stand.

Climate change, immigration, racism, healthcare, homophobia—people are talking about it and expect you to do the same.

This new territory means that customers lean towards brands that share similar values. So if you care about a social issue, talk to your audience about it.

Taking a stance on important issues makes you human, as long as you’re thoughtful and respectful with your message. Just remember: timing and place can be just as (if not more) important as the message itself. So don’t jump on a social justice bandwagon simply because it’s trending—it’s dishonest, and you’ll get called out.

Instead, support relevant causes related to your brand’s mission and values. Take a stand, speak on it, act on it where you can and show your audience that your values extend beyond your company’s revenue.

3. Write like a real human

“If your team doesn’t have the bandwidth to take on extra deliverables, incentivise them to leverage a new tool to enable them to win low-hanging fruit.”

Nobody speaks like that. You don’t, I don’t, and your audience certainly don’t.

The first rule of creating content that real people actually like to read?

Write like a human!

That means writing how you speak. If you wouldn’t use “traction” in a verbal sentence, it has no place in your content. Use contractions. Most people wouldn’t say “We are so happy you have chosen us” in real life. But they probably would say, “We’re so happy you’ve chosen us!”

See the difference?

Use shorter sentences. Get to your point quickly. Don’t be afraid to use your real voice, and leave out the convoluted jargon.

Whether you’re crafting blog posts, writing advertising copy or sending newsletters, think of one person in your audience (your perfect customer) who really wants to hear what you have to say, and write to that person. Keep these questions in mind:

  • Who are you talking to?

  • How are you helping them right now?

  • Why is this topic so important to them?

  • What do you need them to do next?

4. Be upfront with your sales intention

When was the last time you read a blog post you thought would be super informative and solve all your problems, only to get halfway through and realise it was just a thinly-veiled sales pitch?

Nobody wants to feel duped. Make sure your readers never feel that way by simply being upfront about why you’re writing that blog post.

If you have an action you want the reader to take, the biggest mistake you can make is assuming they don’t want to take it. They’re reading your content, aren’t they?

Let’s say you’re a furniture brand selling memory-foam mattresses. You want to kick off your blog with an article highlighting the difference between regular mattresses and your superior memory foam mattresses.

Rather than just listing all the reasons why you think regular mattresses suck, you could try something like:

“Our customers often tell us how much their sleep has improved since they bought our memory-foam mattress. We love them too, but we know memory foam isn’t for everyone. So to help choose the right mattress for you and make the best decision, we’ve rounded up six of our favourite mattress brands.”

Be upfront with your interest early on, and when you eventually ask them to take that step, whether signing up for a newsletter or making a purchase, they won’t be caught off-guard.

5. Give your content creators a voice

Every business blog should have some basic style guidelines. But if you have several people crafting your content, give them room to shine.

You can do this by encouraging contributors to use their natural voices. For example, anecdotes are a great way to inject humour into a blog post and remind the reader that there’s a real person behind the words, not a faceless corporation.

Finding the right voice may be tricky if you want to write your own content and you’re new to writing. But the more you practice, the more you’ll realise that it’s easier to simply write like yourself rather than how you think you should come across.

6. Repurpose your best performing content

Sometimes, a detailed, step-by-step article is what you’re looking for; other times, an infographic or short video might be more helpful.

The written word isn’t the only way people want to access their content anymore, so if you’re only ever writing 2,000+ word blog posts, you risk losing customer interest.

Some learn better with visuals, and others with sound or first-hand experience. With content, you can tap into all of those.

That means you can resonate with almost every type of learner with original content and a well-planned strategy. Because while