You create marketing materials that are compelling, honest, and demonstrative. That doesn’t mean your customers and prospects will actually trust them, though, because cynicism is everywhere.
How do you gain the trust of your key stakeholders? One way is through a content marketing program. Content marketing gives you a way to demonstrate your expertise, character, and commitment.
Expertise. The best content marketing shares the latest thinking on any topic important to your stakeholders. It gives you a way to prove that you know what you’re talking about.
Character. By focusing on important topics as a way to share ideas, and not just another opportunity to sell, you demonstrate a character that does not focus exclusively on making a sale. You demonstrate the relationships are important too.
Commitment. An up-to-date content marketing program demonstrates commitment—commitment to staying on top of the latest issues, to adhering to an editorial calendar, and to staying in business for the long haul.