Familiarity through quality content builds trust.
Why do all the content marketers and digital marketers advise you to write and publish content regularly?
Of course, if the advice comes from content writers like me you can say that since I want people to publish more content (so that they hire me to write their content with greater frequency) it is in my interest that people publish more content.
Familiarity and trust on the Internet go together
How do you become familiar to your audience and your prospective customers and clients?
You cannot individually talk to thousands of people every day to become familiar to them.
You write and publish content they find useful. What is useful to them depends on your audience and this is something that you need to figure.
Some people are looking for funny and humorous content. Some are looking for controversial content. Some want political news. Some people want professional advice. Some people want to reduce their weight. Some people want to read good book reviews or gadget reviews.
The important thing is, your audience MUST want what you publish.
What do I achieve when I write and publish content on my blog? How do people become familiar to my business and how does it benefit me? I will explain.
I have three types of target audiences when I’m writing and publishing content regularly on my blog:
- Readers who would subscribe to my newsletter.
- Readers/publishers who link to my content, improving my search engine rankings in the process.
- B2B readers who want to feel reassured that I am knowledgeable enough to write content for them.
I need to become familiar to these three categories. Eventually I want to maximize my business, but I cannot maximize my business without achieving No.’s 1 & 2.
Someday I would like my subscribers to pay for the knowledge that I share with them. It cannot happen right now, but I’m sure someday it well. That’s a business opportunity for me.
When my prospective subscribers regularly come across the useful content that I am publishing, they don’t want to miss it. To make sure that they don’t miss it, they subscribe to my updates. This builds my mailing list. I send them updates every day. My updates become familiar to them. They trust me enough to share their email ID with me.
Since I regularly publish content, the Google and other search engine crawlers crawl and index my content with greater frequency. It becomes easier to find my content on Google. When other publishers are searching for quality content to link to, they can find my links. Since I’m publishing lots of content, they want to link to my content. This further improves my search engine rankings, and hence visibility, and hence familiarity, and hence, trust.
Now we come to my prospective clients.
Why do my clients hire me? These are the reasons:
- They are looking for quality content for their website and blog.
- They are looking for a writer for their email marketing campaigns.
- They know that high quality content can improve their search engine rankings and hence, they want to hire me.
My customers are B2B. Through my services, they want to increase their business. The stakes are higher. If I don’t give them good content, their business suffers.
Consequently, they need to trust their content writer. They need to know that their content writer is going to deliver. This is more important if writing is not their forte and they need to depend on the skill, talent and judgement of their content writer.
It’s easier to trust if you come across someone publishes content regularly. This content can appear in front of you in your inbox, on your social media timeline, or even search engine results.
Just imagine: there is a client who wants to improve her search engine rankings and she comes across a content writer whose many pages and blog posts rank well. On multiple occasions she has come across his or her links on Google. Isn’t this encouraging?
Regular content writing and publishing to build trust isn’t easy. It may be easy in the beginning when you are bubbling with ideas, but then you run out of ideas. How do you overcome that? You need a system. Will write more about that later.