Are you only creating content to chase leads? What about the 97% of your audience that’s not ready to buy? If you’re not building trust now, someone else will. Content isn’t just about leads — it’s how you earn trust, so when they’re ready, you’re the first choice!
When most businesses think about content, they focus on one thing: lead generation. But what happens when 97% of your audience isn’t ready to buy? Focusing solely on the 3% ready to convert can limit your growth and impact. The other 97% are your potential future customers. And what they need isn’t a hard sell — they need trust.
In this blog, we’ll explore how to use content to build trust, establish long-term relationships, and become the go-to brand when your audience is ready to make a purchase.
1. Content for Value, Not Just Sales
Most people aren’t in a buying mindset every day. If your content is focused only on generating sales, you risk alienating your broader audience. Value-driven content — like educational blog posts, how-to guides, and in-depth resources — helps build authority and trust, ensuring that your brand remains relevant even when they’re not ready to buy.
Example: Look at brands like HubSpot or Moz, who provide free resources, guides, and tools that help educate their audiences. This strategy keeps them top of mind as experts in their fields.
2. Consistency Builds Familiarity and Trust
Creating content sporadically won’t build trust. It’s consistency that fosters familiarity. Whether it’s a regular blog, a podcast, or active social media presence, consistent, reliable content shows your audience that you’re a dependable source of value. Over time, that trust transforms into loyalty.
Pro Tip: Consider setting up a content calendar to ensure you’re consistently publishing valuable materials across all platforms.
3. Engage and Connect with Your Audience
Trust is a two-way street. Don’t just publish and disappear. Respond to comments, interact with followers, and ask for feedback. Engagement shows that your brand cares about building relationships, not just sales.
Example: Companies like Glossier and Wendy’s have mastered the art of customer engagement through social media, creating a loyal fan base that trusts their brand.
4. Create Content for Different Stages of the Customer Journey
Not every piece of content should focus on closing the sale. You need content that addresses your audience’s needs at various stages of the customer journey. For the awareness stage, create informative content. For the consideration stage, dive into problem-solving content. When they’re ready to buy, they’ll already trust you because you’ve been with them throughout their journey.
5. Build Emotional Connections
Customers don’t just buy products — they buy stories, values, and trust. Share your brand’s story and mission authentically. Show them why you care about more than just sales. This emotional connection builds deeper, long-term trust.
Example: Think of brands like Patagonia, whose strong ethical stance on environmentalism has created an emotional connection with their audience, turning customers into advocates.
Final Thoughts:
“Content isn’t about selling to the 3% who are ready to buy — it’s about earning the trust of the 97% who will choose you when the time comes.”
The content you create today has the power to build a long-lasting relationship with your audience. When you focus on adding value, being consistent, engaging authentically, and creating content for the whole customer journey, you’ll become their first choice when they’re ready to buy.
So, don’t just create content for leads — create it to build trust at scale. Because the brands that earn trust today will lead tomorrow.