Align branded content with company’s larger social goals to build trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 16, 2021, 3:10 PM UTC

Brand trust is a crucial factor for customers when it comes to their purchase decisions, second only to affordability.

Branded content must align with and echo the business’ larger purpose. Marketers must use their content to narrate the brand’s commitment to certain issues and causes. Though this approach may alienate certain customers, it will help inspire an entire community of loyal consumers.

Marketers can play an important role in building brand trust by offering content that audiences find relevant and useful. Brands must create and offer content that genuinely aims at solving customer problems. To create useful and personalised branded content effectively, marketers must first understand their customers and build buyer personas.

Businesses must stay honest about their claims regarding product quality. Additionally, brands must inform customers how they want to use customer data to build trust among customers. To strengthen consumer trust further, maintain transparency and consistency.

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