For most of your brand’s content pieces, your goal will be to create shareable content that your customers will pass on to their network- and luckily, the admiration goes both ways. Nine out of ten consumers want brands to share content online, and in fact, consumers have begun to trust content from brands almost as much as they trust content from established media outlets such as the New York Times of CNN.
However, in order to be shared, your content has to earn a certain level of trust from your consumers. But you can’t just slap your logo in the corner or have a quote from one reputable source thrown in. To build trustworthy, shareable content, your content has to follow certain guidelines.
First, it has to reflect your brand. This doesn’t mean just following your brand’s design guidelines (although that is part of it); on a deeper level, it means that your content needs to address your customers’ interests and values in an authentic way. Your content should also be inspirational and educational in order to be trusted and subsequently shared. Right now, 58% of consumers report trusting editorial content, but that number jumps to 74% when the content is considered to be educational without explicitly pushing a product or service.