Content Helps Build Audience Transparency

Written by Nick Stamoulis

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When doing business, customers want you to be as open and honest with them as possible. Your content is the perfect opportunity to let people know the details of your business and help them get to know you. It’s true that people do business with those they like, know, and trust.

This applies to companies and brands as well. Building trust and credibility by showing transparency isn’t as difficult as it may seem! Here’s a look at how you can show transparency, and increase brand loyalty among your customers and clients.

Your Customer is Your Priority

While the phrase “the customer is always right” may not be meant to be taken literally, it’s a good reminder of how a business should always be customer oriented. Any business, whether B2B or B2C, typically does either one of two things for their customers: decrease pain, or increase pleasure. This makes the entire basis of a business all about doing something for someone else.

Showing transparency is one way to let customers know that they’re your number one priority because it proves that you’re more concerned about putting their minds at ease, than trying to put up a front that they may perceive as being just an act. You can do this in a variety of ways such as showing them your company’s inner workings, owning up to your mistakes, or by providing them with quality content on your website that’s genuinely useful to them.

Show Your Expertise

Transparency can also help you to show your audience your expertise. You can do this by sharing info about the training your employees go through, your own background and education, or by sharing case studies in which your company has gotten positive results for customers and clients.

Showing your expertise is important because it gives your target audience more of a reason to trust you instead of expecting them to take a leap of faith. The more that you can put their minds at ease, the more of they will want to do business with you. When you convey your expertise, this puts clients at ease and can endear them to you.

Give Insights Behind the Scenes

As a brand you don’t want to appear as a faceless corporate entity to your customers and clients. Instead, you want them to feel a sense of familiarity with you which will make them more likely to trust and respect you. One way of doing this is to show what’s going on behind the scenes in your company.

There are many ways to do this such as sharing images and/or video clips of what it’s like to work for you, or by publishing info on things like salary structure, product road maps, and interviews with key employees.

Psychology of Transparency

The reason transparency is such a powerful tool for promoting your business is because humans are wired to make decisions based on emotion rather than logic. If you can make a person feel positive about your brand, they’re much more likely to do business with you than with a company that may have superior products and/or services but inferior branding.

Loyalty becomes a part of a person’s identity. By being transparent with your audience you’re essentially inviting them to feel like they’re a part of your world, and in doing so, helping them to build a stronger sense of loyalty towards your brand. This increased loyalty will help your business grow.


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