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Content Trust Curve

Lack of content creates a major objection to overcome during the sales cycle: should the customer trust that you will deliver?

The more content you create, the more trust you build. As the trust barrier is lowered, deals become a lot easier to close because you no longer have to convince customers that you can help them.

Instead, they find you because they have a pain point and your content has signalled to them that you likely have the antidote.

Crossing this trust barrier is when organizations shift from being primarily sales-led to marketing-led. There are:

  • More referrals
  • More inbound appointments set
  • Higher conversion rates at every stage of the funnel

When this shift happens, customer satisfaction gets better because the organization has to spend far less time convincing more people to buy.

Those additional resources can be invested into improving end solutions offered to the client and to create even more content at scale.

Over time, more leads come inbound and close at alarming rates because buyers are standing on a strong foundation of trust built with content.

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