Building brand credibility is a difficult task, especially for small businesses that are just starting out and aren’t industry household names yet.
Thankfully, such businesses have one ace up their sleeve that can completely turn the tables and make way for building powerful brand credibility and authority.
You’ve guessed it: it’s content.
In this post, we’ll be getting a detailed look into how publishing content can build the credibility of your brand, so you can determine whether it’s worth the investment for your business.
1. Content Establishes Your Expertise
Creating great content is the best way to establish yourself as an expert in your niche.
Insightful content is key because it shows your readers that you understand the unique problems that pop up in your field. This helps them see that you empathize with the relevant problems they are facing and that what you have to offer is worth their time.
By focusing on your customers’ problems, you can entice them to read your content with interest and care. Creating content personalized to your customers’ problems also gives you a chance to offer hands-on solutions and display your skills in practice. 
By giving advice on how to solve a specific problem, you are putting your knowledge to work, immediately providing value to your readers. This works fantastically well for confirming your thought leadership. Content is a vital tool for establishing your authority.
Try using these content types to showcase your expertise:
- Case studies
- Tips posts
- How-to guides
- Data-rich opinion pieces
- Collaboration pieces with other experts
Posting these types of valuable content will help you make a name for yourself in your industry. You should focus on writing insightful, useful content so that you can prove your expertise to your readers.
2. It Helps Gain Visitors’ Trust
Your readers’ trust is the lifeblood of your business blog. If you gain it, you can generate quality leads for your business and start building a relationship with them.
Trustworthiness breeds credibility, so achieving it should be your top priority. Gaining the trust of your blog visitors is the foundation for building a reputation for your brand.
If your prospects trust your advice and opinion, they will opt for your services when they have a problem you can solve for them. You should view trust as the key to building brand credibility. 
Being consistent with your blog posting will show your readers you’re trustworthy. When you regularly post about topics that fascinate your readers, they trust your voice and rely on you to share your opinion on what’s relevant in your industry.
Make sure you’re consistent with posting insightful tips and your readers will know they can count on you covering what’s current and expect to hear from you. According to a study by Express Writers, 68.5% of buyers claim a blog makes a website more credible.
Consistently posting quality content is critical for boosting the credibility of your brand. You should take note of the buyer’s perspective from the report. The content you publish is the perfect tool to start building visitor trust.
3. It Is a Chance to Improve Transparency
If you want to build your brand’s credibility by being transparent with your audience, publishing case studies based on your own experiences is the way to go.
Case studies prove you have nothing to hide or keep from your readers. By giving them the exact numbers and data from your business, you effectively show there are no secrets between you and your audience.
When you post case studies, you can back your claims with specific examples. Publishing a well-written study about the results you achieved will show what you’re saying comes from real experience.
In that case, even the mistakes you may have made will work in your favor. They will show the readers you are willing to be honest with them while also proving that you know how to overcome the same kinds of obstacles they may be facing.
So, if you aim to bolster your credibility and transparency at the same time, back your claims with a publicly available study derived from your own experiences.
Let’s illustrate our point with an example, shall we?
Imagine you’re promoting a software tool for automating sales and claim it does amazingly well at increasing sales. If you back those claims with a study that reveals the exact numbers, results, and methodology you used to achieve them, your readers will perceive you as a reliable authority.
As content pieces, studies excel at bolstering brand credibility and transparency, and you should make them a part of your content strategy.
4. It Improves the Reputation of Your Brand Over the Competitors
Great content doesn’t just build your brand’s credibility, but it also makes your brand seem more credible than your competitors.
Publishing outstanding pieces of content that are better than those created by your competition gives you more credibility than them in that area. In case your content has more useful insights and goes more into detail, you have a shot at showing readers you know more about the subject than your competition.
If your readers were initially stuck between choosing your services or theirs, they will go for the one with more credibility. 
Your content shows that you are willing to go further than your competitors to provide value to your readers. When your readers notice you’re going the extra mile, they will have more reason to trust your credibility than your competitors’. This gives your credibility a winning edge.
You can’t dispute that if you’re stuck between two options, you’re going to side with the one that’s more transparent and trustworthy. We already discussed the tremendous power of studies that draw on your own experience.
If you and your competitor are both selling a similar SaaS product aiming to achieve the same goals, the one that offers a study with actionable results will win more users over. And that’s a game-changer.
In short, to increase your credibility in the face of your competitors, rely on your content.
Back to You
In this post, we’ve talked about the amazing ways you can grow your credibility—which can be achieved with top-of-the-line content.
If you’re struggling to boost your authority and brand credibility, you should definitely put your efforts towards writing top-notch content that will serve both your brand and your audience.
Lisa Michaels is a freelance writer, editor, and a thriving content marketing consultant from Portland. Being self-employed, she does her best to stay on top of the current trends in business and tech. Feel free to connect with her on Twitter @LisaBMichael
Don’t Just Create Content. Create a Content Marketing System.
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Or, if you’re a DIY-er on a tight budget, give our ROI PitStop a try. In this program, you get an expert business co-driver who walks you through the process of creating a marketing machine. You’ll get one-on-one coaching customized to your business needs.
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