It’s always tricky trying to build a brand when your business hasn’t been around for that long. Nobody knows who you are and your biggest problem is lack of exposure. You might have one of the best products out of anyone in your industry.

You spent months or even years getting everything together, performing market research, looking at the results from focus tests, and especially spending time getting your small business up and running.

You’re on the right track to success. Business is a cut-throat world where in the first year alone, 20% of small businesses fail (HubSpot). After about five years, half of all small businesses are likely to fail.

For these reasons, you have to be relentless in finding the best ways to build your brand. Look into any gaps in the market and see what your competitors aren’t doing that often.

More likely than not, they aren’t putting too much time into creating useful, valuable content for their audience. Content marketing is an inexpensive way you can build your brand even when you don’t have much of a reputation to stand on.

All of these things will take time to develop, and content marketing is the stepping stone to helping you reach a desirable point where you can expand your business with confidence. In this article, you’re going to learn about how content marketing helps establish trust among your audience and how you can use it to keep your business profitable in the long run.

People are Increasingly Skeptical

People don’t like to be lied to, so they’re very skeptical and critical of online brands and companies. In fact, 70% of American adults trust recommendations from their peers than they do with companies (Consumer Affairs).

They want to be sure that the company they’re buying products from is trustworthy and cares about their needs. This is why it’s a challenge to establish a business brand from the start. You’re up against this barrier, and if nothing is done to reach these customers and to shatter their fears and preconceived notions, they’ll never take your business seriously enough.

The reason content marketing can help your business reach these skeptics is that you’re offering much value for free without sounding like one of those used car salesman.

Through content marketing, you can build the trust and incentive for people to use your company for their needs because you’ve established credibility by offering value. Over time, people will begin to trust you more because you helped develop a consistent track record of engaging with people online and doing all you can to help them.

How You Can Ease People’s Skepticism Through Content Marketing

So you’re at a point where you’re finding ways to get through to an audience. You don’t have the same resources or time as some of your competitors in your industry. It may seem like a longshot to spend your time taking content marketing seriously, but it comes with many surprising benefits. Let’s go through some of the top ways content marketing will get more people to trust you and take your business much more seriously.

1. You Can Portray Yourself as an Expert

One of the best reasons for having your own domain and website is that you can use it as a platform to show off your knowledge and expertise in your field. The cool thing about owning a website is you can publish content the way you want without going through some long peer review process.

You’ll be creating content just for you and your audience without subject to a lot of red tape. Your audience will determine what content they want to see, and you’ll respond in kind. There’s a feedback loop you wouldn’t otherwise get through publishing content on your site.

2. People Have the Chance to Share Your Content

With content curation and creation comes opportunities for content promotion. Lack of exposure is what stops many businesses from getting their brands heard. Through content promotion, you now have a platform to advertise your company in ways that won’t look suspicious to your audience.

Social media marketing creates links back to your website and posts. The more likes, comments, and shares your social media posts get, the more likely people are to trust your content and your business. This is also how you establish credibility and trust even when you don’t have much to start out with.

3. Consistency Creates Familiarity

Consistency matters a ton in content marketing. From having the right style and tone to how many times you create content each week, these small things you do consistently are going to create more trust. People who have been reading your website and blog for a while will develop expectations you must meet. You now must provide useful content regularly to keep these loyal followers happy.

The last thing you want to do is suddenly stop blogging and creating content. Your audience will be confused, and it’s also going to make your website SEO stagnate. Don’t give up when it appears that content marketing isn’t producing massive results at first.

Like with most things, content marketing will take time and energy to be worthwhile. Even with more established businesses, there’s always room to expand on website content and social media promotion.

4. Create Content that Matches What Your Audience Wants

Take some time to perform some market research and see what your audience wants. The best way to do market research in building your brand online is to use keyword research to see what types of search terms people use to find businesses in your industry. You can take these list of keywords and start developing content ideas that match the user intent better. For more information on keyword research for small businesses, check out our guide here.

5. Power Your Lead Generation

Content marketing keeps potential customers on your website longer. By making every use of lead generation forms, website pop-ups, blog posts, white papers, and press releases, you’ll have everything you need to boost the retention rates on your site and increase click-through-rates in search engine results. There are also tremendous opportunities to develop more leads by blogging consistently.

We recommend you look into blogging at least once a week if you can or try to blog more often than your competition. It will be good for improving your website’s SEO too!

6. You Can Build Strong Customer Relationships

Content marketing is a positive for any small business because you establish better relationships with your customers. They won’t be so quick to dismiss your company because you’re not continually trying to push products and services on them. By providing valuable content people want to read and share, you’ll be able to collect data and information without completely turning off your audience.

Even if they don’t need your services now, there’s always a chance they will remember you more fondly through the content you’ve produced.

From our experience, there have been people who found our website but didn’t look into buying our services until a few months later. People like our website and how useful the content is, so it was easier to offer solutions.

7. Do the Best You Can in Research

Don’t write for the sake of writing. Have a plan and a strategy before you start. Take at least 20 minutes to figure out what you want to talk about. Then do a bit of research on relevant facts and figures to add more credence to your content. The content shouldn’t take as long to write once you have these facts and an outline for what points you want to discuss.

8. Vary Your Content Length to Match Your Audience

It’s perfectly acceptable to have shorter and longer forms of content on your website. In the beginning, there’s going to be a lot of A/B testing to see what type of content converts well among your audience. For specific industries, you might be better off with shorter content, especially if you want to target millennials in your marketing. They usually prefer to read less and look at more image and video-based content.

In contrast, there are other industries where longer content is the kryptonite you needed to get your business going. In any case, try to have at least a few posts longer than 1500 words on a more in-depth topic you want to talk about.

9. Keep Your Content Free of Typos and Mistakes

Content marketing which is free of grammatical errors, typos, and spelling errors makes your business look better. Remember, you want to be seen as a credible authority in your field. After you’re done writing, proofread your content and make sure the ideas are clear and make sense and correct any typos you see. It’s okay to go through a few drafts until you get your message right. Here are some suggestions for tools you can try:

• Grammarly
• Hemmingway Editor
• Word Counter

In the future, we’ll explore some of these proofreading tools for content marketers more closely.

10. Draw More Attention with Images

Adding images to your content always makes it more digestible for audiences. With longer pieces of content, images break up a lot of text that would be otherwise hard for people to read. If you’re short on a budget, at least try to keep your paragraphs more concise. You want people to understand what you have to say, but you don’t want to make their eyes gloss over the page either.


Content marketing is one of the best tools for establishing trust and authority among your audience. It has transformed the branding of many small businesses that otherwise didn’t have much to build on. If you want better content marketing for your business and are struggling to produce a sizable amount of leads, give our content marketing professionals in Atlanta a call at 470-440-3434 or email [email protected] for a free consultation!