Hunting for first positions in Google Search isn’t enough. Of no less importance is the fact that you need to create content that builds trust and that people can rely on. Users often rely on their own intuition and knowledge to estimate content trust and relevance.
Unfortunately, it becomes counterproductive with the current massive consumption of user-generated content. Because you can find a lot of low-quality and meaningless content that is created every day, and trustworthy content is buried in a mass of irrelevant information. That’s why it’s important to help users identify unworthy content and focus more on significant content that builds trust.
According to SurveyMonkey, 74% of readers consider content more trustworthy when including strong statistics, data, and real-life examples. For content marketers, practically nothing is as powerful as good data.
Using simple statistics or opinions from influencers can do wonders. When you have a great idea to write about, that will be a perfect remedy to support it. It can also help you strengthen your arguments, add more credibility to your writing, and make your article more well-researched and reliable.
In this post, I will dive deeper into different sources, ways, and share insights on how to produce authoritative and accurate content.
1. Use Chatbots
Chatbots become more and more popular that means customer expectations will continue to rise. No wonder that 80% of online businesses will start using chatbots by 2020. Most companies use chatbots for improving customer service, collecting customer feedback, and delivering on-demand content to the customers.
Chat conversations provide instant value and interactions. But what about thinking of your chatbots as a reliable source of information that you can bring to life with your content and support your point? If you move in this direction, you can be ahead of the curve. Moreover, you can find a lot of great chatbot examples that work well for other companies in your industry.
The best thing is that customers let chatbots know what exactly they want, what problems they have, and get an instant answer. People are similar to chatbots because they work effectively at fixing their issues, and they are reliable, accurate, and fast. Chatbots can gather real-time feedback for your target customer to better understand in which direction to turn next.
In this way, you can be more proactive and use these chat conversations for content creation. Using customers’ real-time problems, suggestions, and needs can be a great remedy for producing your content more reliable and authentic.
2. Connect With Influencers
We should all know by now that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.
So, it makes sense to invest your time and energy in connecting with influencers and working with them on a long-term basis. If you keep in mind a super cool idea, you can ask influencers for their opinions and continue creating premium content based on their points. With this ability to generate awesome content, you can take your brand to the next level and produce high-quality content at scale.
3. Include Publicly Available Data
No matter what field you are in, you can find a bunch of publicly available data for use. For instance, you can use data from popular universities, colleges, libraries, the U.S. Census, CDC, and other centers. All of them provide endless opportunities to make your content more interesting and accurate by including quoting experts or other articles from reliable sources.
Make sure that it’s not an easy task to find a mine of information for your content. In most cases, it requires much time and analysis to find out what you need to make your copy digestible for your target customers. For example, this campaign called Neighborhood Names was produced for a client and has spread all over the internet. As a result, they received 202 total press mentions and 76 dofollow links by the end of the reporting period.
4. Build Online Surveys
Scouring the internet for reliable data over the Internet, it can be hard to decide which source you can trust and which one you can’t. Why not make your own data? I mean, you can easily conduct primary research and capture your customers’ thoughts and opinions about a particular topic. That’s where surveys come into play.
Creating a well-formed and well-designed survey that you can send to your target audience is one of the best ways to collect accurate data for your blog post, white paper, or study. Content marketers can use surveys to gather data and statistics to support their points or ideas for any type of content. That will make you feel confident and ensure that your content is informative and trustworthy.
To build survey campaigns, you can use online survey tools to get real-time results and include them in your upcoming publication. It takes some time and effort to analyze responses using a fine-grained methodological lens. You need to pay attention to valid data, grammar mistakes, ethical standards, and visual representations.
One of the best ways to increase survey response rates is to send them through email. Using the right email service provider helps you target the right audience at the right time and offers more visibility and flexibility than most other channels.
5. Get the Most Out of Client Data
A lot of businesses don’t underestimate the importance of client data. They provide endless opportunities for business growth. As compared to free public data, customer data is never-before-seen and 100% unique. That means that you can provide completely exclusive and highly valued information.
Collecting data about your clients’ needs, preferences, and tastes can help you create honest content that resonates with your audience. I mean, you don’t need to reveal personal information of your clients, you can easily use aggregated statistics about them to provide engaging content and increase search visibility.
I recommend measuring data over time and using them to improve your content. Even if it is well-written, you can always make it better. As the proverb says, if you want to measure change, don’t change the measures.
You can take a look at this article, for example. This law firm provides aggregated data and insights to build trust and show their results that will help you come to a final decision. Moreover, using client data is free in comparison with surveys or chatbots.
6. Use Germ Swab Ideas
Based on many studies, including germ swab into your content marketing campaigns can lead to viral success. These campaigns are often the most fun and the most head-turning. They usually make content go viral because of triggering the right emotions.
In most cases, germ swabs campaigns induce negative emotions like anticipation, disgust, or surprise. For example, this post shows the dirtiest places on an airplane and still achieves viral success all over the Internet. This campaign has got 635 dofollow links and 195 total press mentions, thanks in part to the informative infographic they were able to create from the data they collected.
7. Collect Data from Social Media
An overwhelming majority of the data received today is video, documents, and images, much of which is published on social media. Unlike surveys and chatbots, scraping and analyzing data from social media is an alternative way to produce entertaining and informative content that doesn’t take a lot of money, but requires some effort and time. Social media as a data source for content is plain and simple where you just need to find an innovative way to use it to shape your content.
Twitter, Instagram, Facebook, Linkedin, and Reddit all provide their unique advantages and offer worthwhile insight into topics across the spectrum that you can apply to all verticals. The best thing you can do while creating content based on social media data is to stay subjective and keep your campaign lighthearted at the core to get more coverage on the search results page.
Make sure that data and statistics that don’t refer to anything meaningful won’t be relevant for content creators, and more than this won’t resonate with your readers.
For example, the content marketing campaign called #SexiestLocations probed into Instagram to come up with awesome content ideas. They’ve analyzed over 4 million Instagram posts that included the hashtag #sexy and a geolocation tag. After that, they produced a fun content campaign about the “sexiest” places in the world that attracted online sites like Elite Daily, Glamour, and many more.
Wrapping up on How to Create Content That Builds Trust
No matter what approach you’re using to produce content, it’s significant to recognize that we, as content creators, should have a moral and ethical responsibility in front of our audience. Using fake data and statistics won’t help you build and maintain trust with editors, writers, and readers.
All of the content you create must be evaluated through an accurate methodological lens to make sure that content is trustworthy, insightful, and unique. I hope that with these simple ways mentioned above, you can produce more shareable content from each data source and avoid the fake-news epidemic through creating content that truly builds trust.