We’ve all heard it before, “write for people, not for search engines”. If the blog and article section your website is exhausted with industry content, what else can a content team deliver?
Once a content strategy starts working, and traffic graphs are moving in the right direction, conversion optimization is the next logical step. However, marketing teams can spend an extraordinary amount of time looking at things such as landing page design, call to action analysis, and more. Eventually, someone needs to ask the question, what about trust? Can we create content that builds trust with our audience? Yes, content can be created with the sole purpose of trust building.
If the niche that you are working in has 2-3 big well known players, a smaller company is not going to be trusted just because they are showing up in the SERP.
Harvard Business Review refers to trust as an intangible value. In terms of knowledge as a source of trust, most companies are sitting on a gold mine. They have someone at the very top who could gain the trust of new and interested clients by simply sharing what they know, in an interview.