Article post by Travis Jamison
Many business owners believe that the secret to building a successful company is to develop a superb product and use advanced marketing strategies to ensure it appeals to buyers. Yet, the fact is that branding plays just as big of a role in driving sales as your products’ features or how you advertise them. It could even be said that the key to generating interest in your offer and boosting your audience’s willingness to invest in your solutions is to manage your customer’s perception of your brand.
Consumer behaviour research shows that people decide what solutions to invest in based on how they perceive the businesses behind those solutions. For instance, if buyers see a brand as trustworthy, they’ll spend more on its solutions. However, when their trust is broken, 55% will never give a brand their business again. The same type of connection can be made between a business’ benevolence, its capacity to deliver on promises, or even its willingness to go above and beyond to ensure buyers receive a next-level customer experience.
But while your brand’s reputation largely depends on web design, marketing, product quality, and customer interactions, it’s essential to remember that your blog section contributes to the overall perception as well.
So, without further ado, the following tactics represent practical approaches to ensuring that your content maximizes its potential for generating a positive image of your brand.
You Care About Your Readers’ Time
People hate time-wasters — especially when trying to solve a pain point. And if your brand’s blog takes up too much of your audience’s valuable time, they’re guaranteed to form a not-so-positive perception of your business.
A 2019 survey from Adobe discovered that some of the most frustrating elements of user experience include:
- slow page load times
- irrelevant offers
- too many pages that buyers need to browse to find an answer
- unavailable content
- poorly generated product recommendations
- cluttered design and navigation panels
So, to prove that your business cares about its audience’s time, do your best to optimize your content in a way that will effectively communicate this message.
For starters, pay attention to technical and design-related aspects of user experience, like page load time and accessibility. Then produce content that shows how your business respects its customers’ needs to solve their pain points efficiently.
For example, knowing that people rarely read content online (preferring, instead, to scan articles), one of the most impactful ways you can prove that you care about your readers’ time is to pay attention to the accessibility and readability of your blog posts.
If you check out the Apartment Therapy blog, you’ll see that the writers cover several not-so-simple topics. Yet the site is considered a go-to in the interior design industry, as the published posts always retain a high readability score. This makes them accessible to anyone. More importantly, such a mindful approach to prioritizing readability transforms these articles into valuable resources for those looking for quick tips, information, or a splash of inspiration.
To go further in making your blog content more accessible, consider utilizing video. This format aids product understanding; plus, it’s what consumers want to see more of from businesses.
Check out the Bay Alarm Medical Review on the Medical Alert Buyers Guide blog. Here, the publisher understands that a written article on the topic works well enough to communicate the pros and cons of a product. However, knowing that most people watch YouTube videos to evaluate solutions, Medical Alert Buyers Guide embeds a video version of the review. This makes it easier for web visitors to consume the content — especially as many web visitors won’t want to read a 2,000-word in-depth article on the pros and cons of a product.
There’s a Market for Your Product
If you sell an unconventional or niche product, your audience may not understand its value — at least not from the moment of being introduced to it. In fact, buyers may perceive your business as offering a solution that’s irrelevant to their needs.
However, by producing and distributing the correct type of content, you can combat this perception of your business being “irrelevant.” More importantly, you can show your target audience that there is, indeed, a market for your product and that your business has what it takes to remove their pain points once and for all.
An easy way to accomplish this task is to publish blog posts that educate your target audience on the possible uses for your products. It’s what Vivion, a nutraceuticals manufacturer, Vivion does with the future trends section in its Antioxidants in Focus blog post. By taking this route, you can effectively open your web visitors’ eyes to the vast benefits they could unlock by investing in your solutions. And even more importantly, you can give them some great ideas on how to take your niche products and transform them into crucial parts of their workflows/solutions/daily lives.
You Can Be Trusted
We’ve already touched upon the impact of a brand’s trustworthy reputation and how helpful it can be when boosting conversion rates, customer lifetime value, or even loyalty. However, brand trust plays an even more essential role in driving business growth when you operate in an industry or niche where consumers can’t put their faith in most business entities.
According to data from January 2022, some of the least trustworthy types of organizations included:
- the government
- traditional and social media
- oil and gas companies
- pharmaceutical companies
Each earned the confidence of fewer than one-third of adults in 20 countries. For these organizations to continue operating, they must find ways to position themselves as more credible (and benevolent).
One way to do this with blogging is by relying on different types of proof. For instance, knowing that 74% of consumers trust science in 2024, brands like Transparent Labs can use scientific evidence and citations to align themselves with a more trustworthy brand perception. If you check out the business’ Best Pre-Workout Guide, you’ll notice it includes multiple scientific quotes and study links, each supporting the brand’s claims.
Alternatively, you could add a dose of social proof to your content. That’s another excellent tactic to shape customer perception in a way that has positive implications for your business.
For example, by including case studies and customer stories in your publishing schedule, you could effectively convince your audience that your company has a good track record of helping meet customer needs. If you check out the Attracting Top Talent on the Greenhouse blog, you’ll notice that the article covers the practices of one of its clients. But, in addition to describing the hiring tactics the client uses, Greenhouse also makes sure to provide a link to a related case study, giving readers a solid amount of social proof and showing that Greenhouse is a company they can trust to help them succeed.
You Care About Customer Success
Customer service is a huge selling point. Research shows that 78% of consumers decide whether to do business with a brand based on the customer service the business offers.
With this in mind, one of the primary ways you want to influence your target audience’s perception of your brand is to show that your business cares about customers, their success, and their satisfaction.
The easiest way to prove you care about customer success is to do something similar to Squarespace. This brand has an extensive Help Center library, where customers (and non-customers) can learn how to do specific tasks, allowing them to solve their pain points without having to utilize a huge variety of learning materials.
But, in addition to producing and publishing customer support resources on your website, you can achieve a similar effect with your company blog. For example, if you check out Aura, you’ll notice the company’s content section features an in-depth guide on retail Arbitrage on Amazon. This is a superb example of a business doing everything to help customers succeed — even when it doesn’t directly help its bottom line. The guide is not only an introduction to reselling products but also an instruction manual. It helps Amazon sellers make higher profits without having to do too much work on top of their existing day-to-day activities.
You’re Serious About Your Value Proposition
Nothing will bring forth a negative brand perception as effectively as your inability to deliver on your promises. Knowing that brand trust rests on three pillars: benevolence, integrity, and competence, do your best to show potential buyers that you’re serious about delivering on every aspect of your value proposition.
In addition to composing your unique sales proposition in a way that employs objectivity as well as expectation management, you can highlight your brand’s competence (and dedication to helping buyers achieve a specific goal) by investing in the right type of content. Ideally, when producing articles for your company’s blog, try to invest in resources that will actively reinforce your products’ overall objective.
For example, if you check out SomniFix, you’ll see that the brand publishes a ton of resources, with most focusing on sleep health. However, what stands out about this brand’s approach to branding through content is that each of the articles boils down to an emphasis on the importance of nose breathing during sleep — even in articles like the Sigh Your Way to Reduced Stress, which doesn’t have anything to do with sleeping at first glance.
In practice, this strategy works wonderfully in shaping consumer perception. It reminds readers that nasal breathing holds the key to good rest and shows the brand’s competence on the subject of breathing and its confidence in the effectiveness of its solution.
Helping Your Reader Is More Important Than Making a Sale
Lastly, don’t forget that one of the primary goals of content marketing is to:
- raise brand/product awareness
- draw traffic to your website
- help people solve their pain points
To do that — to provide your readers with genuine, unique value — you need to put their needs before making a sale.
Ultimately, building a respectable, trustworthy, go-to brand isn’t about converting as many buyers as possible. Instead, it’s about positioning your business as an entity that cares enough about its customers to put their needs first. So, if you’re looking for ways to use your company blog to positively shape how your audience sees you, do your best to always prioritize reader value over self-promotion.
For a great example of how you can do this, check out the How to Use Google Flights guide from Going. Even though this detailed article provides Going with multiple opportunities to introduce its service as the objectively easiest way for people to book cheap flights, the business resists the urge to push for a sale. However, the result of such a user-oriented approach to blogging isn’t just a helpful resource to solve readers’ needs. More importantly, by publishing this article, Going proves that it will always have its customers’ best interests at heart — even if that means losing a sale.
What you publish on your company blog hugely influences how your target audience perceives your brand. Knowing that your organization’s reputation impacts your ability to grow your business, pay attention to what each blog post does from a branding perspective.
To proactively shape customer perception of your business, use the tactics outlined in this article when producing your content. Think about how you want your clients to see you. Produce content that will help support their impression. And don’t forget to be consistent in your approach — not just with content but your overall approach to CX as well.
That way, you’ll guarantee that your future customers see your business in a positive light. More importantly, you’ll prevent yourself from failing to meet their expectations and consequently losing their business.