Struggling to connect? 15 content tips to build trust with your audience

Sometimes sharing content online can feel like you’re shouting into an abyss. You might know all the right things to say, but for some reason, it just doesn’t get the traction you want, and you’re left feeling like you’re talking to yourself.

Or maybe you’re staring at a flashing prompt on your computer every single time you sit down to write a blog post/social media post/email sequence/video script - wondering WTF to even say.

The good news is: you’re far from being the only one!

The even better news is: this is easily fixable with a few easy tweaks.

It’s important to note there’s no magic bullet when it comes to content. What works for Amazon, or even your competitor around the corner, might not work for your business.

But figuring this out is not supposed to be such an onerous process. Have some fun with it, and try a few of these tips to see what works.

1. Create content that resonates

Take some time to understand your audience’s pain points and interests to create content that really hits home. What you think they want might not be what they want. Do you research, and - here’s an outlandish idea - ask them. Run a poll or ask a small group of customers to get on the phone with you for 10 minutes. Knowing what they actually want, and not what you think they want, will not only increase engagement but also establish a stronger connection with your brand.

2. Optimise for SEO

Is your content is easily discoverable on Google and other search engines? In 2023, there is no excuse for not having strong SEO practices. Do you research using SEMRush or another SEO tool and use relevant keywords (they are rarely what you think they are going to be - people search some WHACK stuff). And don’t forget to optimise your meta tags while you’re at it to improve your website’s search engine ranking.

3. Leverage social proof

It’s a truth universally acknowledged that people LOVE social proof and are more likely to purchase something that others are already buying. There’s even a name for it: the Bandwagon Effect. Two thirds (66%) of consumers say positive user reviews are most likely to move them toward making a purchase. Include customer testimonials, product reviews, and case studies in your content and share that stuff like confetti. That is: sprinkle it EVERYWHERE. This helps you to build credibility and trust better than just about anything (except providing great service directly).

4. Engage with visuals

Want your content to go viral? Okay, I can’t really promise that (and anyone who says they can is a dirty filthy liar), but using images, infographics, and videos can make your content more engaging and shareable. Visuals break up text and make information easier to digest. And now that Canva: has released it’s new Magic AI upgrade, there is no excuse for not creating just about anything you can imagine, even if your design skills are zero.

5. Create content that educates

Don’t just go out to market and tell everyone you’re rad. Unless you’re only trying to sell to your mum, that shit is not going to fly. People are discerning about where they spend their attention online, and if you want them to spend it with you, you need to offer them something that will help them solve a problem or achieve a goal. Create educational content that will help them, and you will position your brand as a trusted resource and an authority in your field - not a foghorn who likes to bang on about how great they are.

6. Promote your content

This is a mistake we see All. The. Time. People create super helpful content in the form of videos, blog posts, infographics…whatever. Maybe they even put it on their Facebook page. And then? Nothing. Want to see your content reach its full potential? Share it around and, really, don’t stop. If the content is evergreen, schedule it to run on your socials reguarly (about once every three months should do it). Promote it through all of your social media channels, email newsletters, and any other channels or forums you have to increase its reach and impact. Nobody is getting sick of you, I promise.

7. Encourage user-generated content

Don’t underestimate how much people love to share their opinions and experiences. Invite your audience to share their own content related to your brand. There is nothing more genuine and (often) more engaging than real experiences from real people. You’ll foster a sense of community, and it provides you with authentic material you can share all over the place too.

8. Keep your content fresh

Yes, I know I just told you to reuse your evergreen content over and over, and I stand by that. But it’s also true that you do need to inject some fresh content into your cycle regularly too. Make sure your content (socials, web content, email sequences) is fresh to ensure it remains relevant and effective. This is also crucial for maintaining strong SEO (search engines love updates!) and keeping your audience engaged.

9. Measure and analyse

The scattergun technique of sharing content can be a good place to start, if you haven’t been doing it consistently, but then once you’ve been doing it a month or two, it’s time to start getting strategic. Use analytics to track the performance of your content. What’s working, what’s not? Put more of your time, money and effort into what’s having the desired effect, and less into what’s not. Then, make sure you’re checking your analytics regularly so you can continue to tweak and adjust - nothign stays the same for long!

10. Tell stories

As humans, we LOVE stories! Share behind-the-scenes looks at your business and your team, tell customer success stories, and any other narrative content you can come up with to create an emotional connection. Will it directly sell more of what you want to sell? Maybe not, but it will keep you top of mind and inspire trust and brand loyalty, and that’s more important than a single sale.

11. Create a content calendar

Sure, you can just share whatever’s on your mind today, but planning ahead with a content calendar gives you the chance to be consistent, and to strategically align your content with business goals and seasonal trends.

12. Be authentic

Here’s the reason AI can be a useful tool, but it can never replace humans. It’s authenticity. There is nothing like authenticity to build trust. Be real and transparent in your content, share your brand’s values, and show the human side of your business.

13. Use different content formats

Don’t just stick to the same old blog posts just because that’s what you’ve always done. Experiment with podcasts (you can start with a mini-series so you’re not crushed under the weight of expectations), videos, webinars, and other content formats to cater to different people and different preferences. You don’t even need to come up with fresh ideas, just repurpose content you’ve already got. It’s easier than you think.

14. Network, network, network

Collaborate with people in your niche, or even adjacent to your niche, to extend your reach and open up your world. There’s so much you can learn from others about what’s working and what’s not. And consider working with influencers if that fits with your brand - they can offer a whole lot of credibility and connection to an audience that you’re probably never going to reach on your own.

15. Provide clear calls-to-action

If I had a dollar for every page of content I’ve seen online that doesn’t give me a clear action to take at the end…well, I do, really - I’ve been helping brands create targeted content for over 20 years now. Make it easy for your audience to take the next step, whether it’s subscribing to a newsletter, downloading a guide, or making a purchase. Give them one clear action and make it super easy to see it.

Ready to tweak your content to create true connection and convert? Dive in and try these tips, experiment (don’t forget to analyse the results!), and see what works to take your brand to new heights.

And you didn’t think I’d let you go without whacking a call to action at the bottom, did you?

If you’d like help building trust with your audience, it’s what we most love to do! Email us at admin@stellarcontent.com.au or book a free introductory call by hitting the link below.