How Do Articles Build Credibility With Consumers?
Posted by Julie Verville on Wed, Jun 08, 2011
Where do consumers seek credible information from today? 
Online. Millions of people type a single word, or phrase, into their favorite search engine seeking answers, opinions, reviews and information about a particular topic, product or organization. Among the thousands or pages that pop up for their review, most consumers only get to the second or third search engine page, even if they go beyond the first.
Knowing this, how can your organization build credibility with consumers while competing for page rank? Through the ongoing creation and posting of ‘information rich’ articles in the area of your expertise.
Create Information Rich Articles, Not “Fluff”
Notice the phrase, ‘information rich’! One surefire way to lose credibility with consumers is to create and post ‘fluff’ articles onto your website or onto article directories. The moment your target consumer clicks to read your so called ‘expert post’, only to realize that it is merely a promotional piece, or optimized search engine optimization piece, lacking information, you stand to lose them as a potential customer.
To build credibility, create information-packed articles that provide an answer to a question, well researched content on a particular topic, provides a new idea or concept or positions content in a unique way.
To make your articles easier to read online, break them into shorter paragraphs (3-5 sentences is ideal), use bold paragraph headings to make the content easy to scan through, and incorporate bullet point or numbered lists where possible to organize concepts. Incorporate a resource box as a conclusion to your article, creating a more personalized touch to your article’s content.
Articles Can Put a Face to Your Organization
It is a simple truth- people buy from people and companies they like. Personal connections can be built through simple interactions, shared stories, shared backgrounds or interests and perceived value is offered. Article marketing create connection with consumers. In the vast online space, it is easy for businesses to blend in, making it challenging for consumers to choose who to trust.
When consumers seek information, stumbling upon a valuable article may be the difference between a completed purchase and a click away from your website. Your article’s byline and/or resource box is where an article reader will turn if they found value in your article and was left curious, or seeking more information. This online space gives you the opportunity to showcase your personal or organization’s short bio and to offer a link to your website.
Putting a face to your organization offers yet another way to connect to your reader, ultimately connecting your reader to your direct website where a potential sale or deeper relationship can be established. Once this relationship has been established, it must be maintained.
Post Often- Stay in Front of your Prospects and Clients
Most consumers are bombarded daily with promotional emails, print-ads, radio segments and T.V. commercials, making it more important than ever to stay in front of your target audience. To do so, create and post regular, information rich content online. Through newsletters and subscriptions, you can regularly stay in front of your current clients and prospect list. In addition, regular article marketing efforts will help boost your organic page rank, allowing you to get in front of new prospects on a weekly basis.
Through simple article marketing tactics, such as creating information rich content vs. ‘fluff’, putting a personalized touch to your content and regular posting, you will not only build credibility with consumers, but you will build your business’s bottom line.