Content marketing is now the way of the land, and most people who want to be successful professional bloggers are well aware of this. While it is important to build up content that is original, relevant, and engaging to readers, there is an underlying factor to this new way of doing things that you may not have considered yet; trust.
Reader loyalty is built on trust. If people like the content that you produce, and they think that you are someone who is producing great, reliable commentary, then you will be seen as a more trusted figure accordingly. That trust doesn’t just extend to the human side of the internet, either. Sites which are more frequently linked and shared on social networks, more recommended by users, and more bookmarked tend to rank much more highly on Google.
The best way to build trust is to start from scratch. If you build your trust on the reputation of others, it will only take you so far. In the world of content blogging, this relates particularly to sites which host your content. If you are a well trusted blogger on a site that carries your content, that can be great for your site, but it won’t extend the same level of benefits as if you were going at it alone. People will tend to put their trust in the site that hosts what they like to read, and not as much in your site.
With that in mind, social media is going to be your best friend. As you market your own site and get more people to share content, social media allows you to naturally build trust with audiences. Once one person sees that their friend is interested in what you have to say, they are more likely to give it to consideration. If everyone on their friend list is linking the article, obviously they are missing out on something big. That builds trust in ways that few other mediums can even hope to.
Content creators online, by now, have to contend with the jaded audiences of the internet. People have seen what you plan to do before. If you want to be a great sports writer with a comedic flair, they’ve seen it. If you want to review all of the fast food restaurants in town, they’ve read it, commented on it, shared it, and forgotten about it. Before you can “hype” whatever it is that you’re doing, you need to produce something of value to get them to trust you for future reading.
Create content first, push it out second, and then publicize it. Don’t take to social media hyping your new celebrity blog before you have something actually worth checking out. While you may get a very fast and cheap injection of traffic in the short term, you will undoubtedly hurt your long term traffic numbers. The idea is to get them to trust you. If that means handing them the product, then telling them what makes it so great, that’s much better than telling them about it and never delivering.