So you’ve done the work of identifying the kind of content your business needs, you’re ready to put fingers to keys and pump out killer blog posts, compelling email copy and engaging social media posts!
But hang on – let’s consider one more thing before you dive headlong into content creation.
You need to nail your Know, Like, Trust factor and make sure that each piece of your content does the work it needs to, every time.
The Know, Like, Trust factor is exactly what it says – how well does your audience know, like and trust you, your brand and the content you produce.
Yea I know, that’s a lot to consider but it’s cool, let’s break it down.
The KNOW Factor
Sure your audience might know who you are, but do they really KNOW you?
Do you come to the table with integrity, authenticity and openness? Have you told your “Why” story, talked about what drives you to do what you’re doing?
Do all of those things! Let your audience get to know you!
Use your social media, website copy and emails to share, be transparent and create a connection with your audience that’s personal and relatable. The more they know you, the easier it is to build their trust.
The LIKE Factor
Ok, so you’ve opened up, been authentic, shared your story and your audience knows you a bit better.
But do they like you? (Don’t worry, this isn’t junior-high-circle-yes-or-no type stuff)
Think for a second about the businesses and brands that you like.
Why do you like them?
Maybe their content is funny and easy to relate to. Or they efficiently answer questions you have and address your pain points. Maybe they’re a bit rebellious and you love that.
up their likability.
Whatever the reason, you like them because you connect with them in some way.
So now it’s your turn to create content that your ideal audience will like.
The like factor can be a tricky one – who and what a person likes is really subjective – but building an audience that knows AND likes you is entirely possible.
The TRUST Factor
In any good relationship, trust is paramount. You and your audience are no different.
Going to bring integrity and authenticity back into the convo here – whatever you create and however you deliver it, do it with integrity and make it easy for your audience to trust what you are saying.
Beyond that starting point, building trust in you and your business means presenting whatever you can to prove that you can do what you say AND doing whatever it is you say you’re going to do.
So here are 6 things you can do when planning your content that will help build that Know, Like, Trust factor:
1. Keep consistent
Know your message and keep your delivery and visibility consistent. Maybe you’re going live on Instagram once a week, posting to your blog every other week or sending a newsletter every Friday – whatever it is, commit to doing it and delivering to your audience as promised.
2. Be their go-to problem solver
Being the expert means being the one who addresses pain points, answers questions and solves problems. By consistently providing the valuable content your ideal client needs, you’ll be building your Know, Like, Trust factor.
3. Create community in your industry
Build a community around you and your brand that supports, promotes and celebrates others in your industry.
Partner with guest experts, cite industry sources and share what others are doing. This not only builds your network but also lends credibility to you and your business.
4. Show your expertise, but don’t be a Know-It-All
You know you’re stuff and you can prove it, but be wary of becoming condescending, overbearing and a bit of a Know-It-All.
Remember that part of the reason people are seeking answers or solutions is because they don’t know them – meet them where they are and be the teacher, not the show off.
5. Diversify your content
We sometimes get stuck creating the kind of content we’re comfortable with – social media images, blog posts and emails – but you can allow your audience to get to know you a bit better by changing it up!
If they’ve never seen you live, learn all you can about Instagram Reels and start showing up on video. If they’ve only ever experienced you solo, grab another industry expert and go live on Facebook. Change the format and let them see a new side of you!
6, Be YOU!
Authenticity is a huge part of creating the Know, Like and Trust factor you want (and need) to grow your business. Show up just as you are and don’t worry about trying to “brand” yourself.
Mom was right all along, people will like you (and know and trust you) just the way you are!
Know, like and trust are part of the bigger content marketing picture you’re creating for your business. It’s part of each piece of content you create and by understanding, and applying, all you can, you’re well on your way to building a brand that people truly care about.
Need help creating that KLT focused content? Stop by and let’s chat!
