You Cannot Get Someone to Know, Like and Trust You By Creating More Content

Let this sink in > “More Content Won’t Make You Knowable, Likeable, or Trustable”

In business, marketing is more than just creating content for the sake of it. Effective marketing now requires that educational content becomes part of the strategic conversation for almost every business. However, content volume alone isn’t enough to make people know, like, and trust your brand.

This is a fundamental misunderstanding many marketers have. The truth is, the secret to becoming likeable, knowable, and trustable through content isn’t about producing endless amounts.

It’s about producing with purpose. When content is created with the specific intention of addressing business objectives — such as creating awareness, building know-like-trust, educating, converting leads, and generating referrals — it becomes an asset, not just noise.

Quantity vs. Intention

In a world drowning in content, what sets brands apart is intention. Anyone can produce content, but content that matters answers specific questions for a specific person at a specific point in their journey.

This approach leads to what many businesses truly want: trust. And trust leads to long-term relationships, repeat customers, and valuable referrals.

Too many marketers still view the customer journey through a traditional, outdated lens: Awareness, Consideration, and Purchase. This view, while helpful in its time, no longer captures how customers behave in the “customer-centered era” we’re in today.

A Modern Customer Journey: Awareness, Education, Sample, Purchase, Refer

Today’s customer is more empowered and self-sufficient than ever before.

That’s why I advocate for a more comprehensive approach that considers how people actually move through the buying process.

Here’s a breakdown of the stages I recommend and the types of content that work at each:

1. Awareness: This is where customers first learn about you. The goal isn’t to hard-sell but to introduce your brand, build know-like-trust, problem-solve, and show relevance. Think blog posts, keywords, mission, community, social media, and infographics.
2. Education: After awareness comes understanding. You’ve piqued their interest, now help them understand how you can solve their problems. Educational videos, guides, and whitepapers work well here.
3. Sample: This is where customers want to “try before they buy.” Free trials, product demos, webinars, and consultations give them a taste of what they can expect.
4. Purchase: Now they are ready to take action. Your content should offer clear, easy paths to conversion with clear benefits. Consider landing pages, testimonials, and product pages designed for ease of use.
5. Refer: Once customers trust you, they can become your biggest advocates. Offer content that makes it easy for them to refer others — referral programs, review requests, or social proof.

Strategic Content for a Modern World

So, when it comes to content, more is not better. Better is better. Focus on creating content that aligns with each stage of the customer journey — content that is intentional, strategic, and customer-centric.

That’s how you build lasting relationships and transform prospects into loyal customers who not only buy but refer others.