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Web Tips: Building trust by blogging

Building trust is one of the most important steps to improving your online (and offline) marketing.


July 14, 2011
by ANDREW SHEDDEN

People buy from those they know, like and trust. Building trust is one of the most important steps to improving your online (and offline) marketing. If you want to compress the time between initial contact to first purchase, follow these three forms of commitment.

1. Commit to content that educates. Create content on your blog that clearly demonstrates you understand the problems your audience grapple with every day, and how best to deal with them.

2. Commit to consistency in content creation. Implement a consistent publishing schedule, whether you blog once a month, once a week or every hour. Infrequent blog posts will create infrequent traffic.

3. Commit to content that is positively provocative. Sometimes your audience needs to shake off misguided beliefs. For example, many salespeople believe the presentation is where the sale is made. It’s quite simple to write a blog post that clearly illustrates presentations are often where the sale is lost. Back up your post with supporting statistics and data and readers will soon trust you as a thought leader who does not automatically accept commonly held beliefs.


Andrew Shedden is the president of Broadfield Communications, a marketing consulting firm that makes it easier for companies to grow their revenues. For new media resources and services visit: http://www.broadfieldcommunications.com. For free industrial marketing resources visit his blog at http://broadfieldconsulting.com.