Image by Rachel Adams
Transitioning from the free-trial stage to a paid subscription model is a big leap for your customers. This major decision is the culmination of hundreds of positive interactions they’ve had with your brand. The fact that they’re now paying customers signifies you’ve earned their trust and they believe in your product.
Well done, marketing heroes! 😊 So, how did you do it? Chances are, you developed well-positioned content along the buying journey that showed a deep understanding of the customer’s challenges, demonstrated the value of your brand, and framed your ideas in a way that was worth listening to.
With trust coming under the microscope this year for big tech companies, establishing trust with your audience through precise content marketing will be key. Here are the top assets that can help you build trust—all the way from awareness to conversion.
Thought leadership blogs prove you’re defining the industry
Ghostwrite blogs from your CTO, CIO, or other C-suite executives. This signals to customers that your leadership has a defined product vision and path to get there. Interview your team members to capture high-level perspectives that demonstrate their authority on subjects.
Pro tip from our team: Try a Q&A format that gives you the freedom to cover a wide range of topics and comes together quickly.
Ebooks and playbooks answer common questions
Tailor your deep-dive content so that it responds to the challenges customers face in particular stages of the funnel. If they’re just looking to learn more, keep it light and easy to navigate. If they’re evaluating your product against competitors, give them the technical details that make your product stand out.
Pro tip from our team: Gather insights from top sellers and customer success managers to truly understand blockers along the buying journey, then structure your ebook around them. The clearer you are on what customers are getting and why they should care, the more trust you build in your brand.
Case studies showcase success within the customer’s industry
Find compelling customer stories, then dig for pithy quotes and validating metrics. If it’s a great story, give it legs. Start with a written version so you know the main points, then turn it into a video testimonial. Once you’ve established a relationship with that customer, they can join webinars and co-present at conferences.
Pro tip from our team: Do the legwork upfront to ensure the customer has actually used your product, achieved success, and will discuss it publicly.
Product demos give customers a taste of what your product does
Deliver a curated version of your product that showcases 3–5 features or experiences that users love. These demos walk through real-world use cases from your existing customers and illustrate tangible benefits. Being able to see firsthand what your product can do alleviates concerns and layers on the trust.
Pro tip from our team: Link your product demo as a CTA in complementary assets like case studies to move customers through the funnel.
Hopefully this list sparks some ideas on how to build trust with your audience. And if you need help thinking through the content journey, we’re here for you. Now go get ’em, marketing heroes!