3 Content Marketing tactics to strengthen your credibility and increase your conversions

Different types of content help create credibility and trigger purchases or opt-ins. We buy and want to do business with people and companies we consider reliable and credible experts. In addition to providing value in your content, you can use different tactics to strengthen your credibility and thus increase your conversions.

Use Testimonials in Your Content

3 Content Marketing tips to establish your credibility and trigger more opt-ins.Testimonials can go a long way to help you increase your credibility. It taps into what’s called social proof. We tend to believe the words and recommendations of others. And social proof influences purchases. This is one reason many people turn to social media to research purchases before they buy. Take a look at these two statistics revealed by consumer research about American consumers:

Over 70% of Americans say they look at product reviews before making a purchase. [source]

Nearly 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. [source]

Testimonials can be woven throughout your content and can be extremely effective as long as they are relevant to the information you’re sharing. You should prioritize soliciting testimonials from all your clients. Most are happy to do so. Make it as easy as possible for them. This may be sending them a “template testimonial” or offering the ability to record an audio or video format. You can follow the tips in this blog post for formatting your testimonials.

Use Endorsements to Establish Credibility

3 Content Marketing tips to establish your credibility and trigger more opt-ins.There are a wide variety of endorsements that you can share and use in a number of ways. For example, if you’re the author of a bestselling book, you might add that in the email signature of your list. Other types of endorsements may include awards, acknowledgements or even those from celebrities.

You can include endorsements in your content as logos or buttons. For example, a “Best of the Web” award logo might sit in the upper right-hand corner of your blog post. Or you can weave mention of an endorsement right into the copy. For example, “In a recent conversation with Steve Harvey, I mentioned…” (Keep in mind, you better have had that conversation with Steve Harvey because people will check!)

Co-Authored Content

3 Content Marketing tips to establish your credibility and trigger more opt-ins.Co-authored content, content written with another expert, can also add credibility to the piece. In an eBook, this might be a forward or an introduction. In a report or a long blog post, this can be divided up in a number of creative ways. A co-author might write or create some of the background information or they could add insight to the content. Listen to this inspiring podcast episode to see how Aaron Agius, the managing director and co-founder of Louder Online, an inbound marketing agency, leverages highly trafficked sites to get more ‘eyeballs’ and build his brand. Find qualified content partners and work together to create a piece that promotes and supports both of you.

Use these strategies in your content marketing and watch your credibility grow.