Customer trust is one of the most powerful drivers of business success.
After all, conversion rates directly impact how positively your target audience perceives your brand. And research shows that most shoppers need to have faith in a company before purchasing one of its products or services.
If you look at some of the latest data on the importance of brand trust, you’ll find that it’s essential for 88% of people. That’s the same percentage as those who desire quality and value for money.
The good news is that you can build trust through content, especially if you invest in unique, high-quality resources that are effective at attracting and engaging your ideal customers.
The bad news is that standing out through content marketing has become more challenging than ever.
The Power of Content in Building Brand Trust
Before we get into how you can leverage AI to produce trust-building content for your website and digital distribution channels, let’s reflect on why content fosters customer confidence.
The truth is, there are several reasons why great resources boost credibility:
- Sharing valuable insights with your target audience automatically positions your business as an authority, with experience in your targeted industry or niche.
- Producing resources that help your target audience remove pain points shows you’re willing to put customer needs before profits and are therefore trustworthy.
- Regularly publishing helpful and unique content helps you rank higher on Google, which is the first place people go when they want to solve a pain point.
- By incorporating social proof into your content marketing strategy (through case studies, for example), you can support your claims and value propositions with real-life evidence, elevating brand trust.
- A consistent presence on digital distribution channels showcases your brand’s reliability. This is particularly important to consumers who want to stay in the know on certain topics.
How AI Supports Content Production
When generative AI first entered its boom phase — somewhere around 2020 — it was immediately flagged as tech that brands shouldn’t use for content creation.
Most editorial teams had strict guidelines prohibiting authors from submitting AI-driven content.
Today, the situation has significantly changed: 43% of marketers use AI tools at least a few times per week for content creation. Publishers are slowly recognizing the value offered by generative AI.
It delivers genuine benefits by speeding up production, lowering costs, and supporting human creativity.
If you look at the data collected by Hubspot in 2024, you’ll find that marketers and brands use Gen-AI for the following purposes:
- 41% for creating outlines.
- 46% for writing copy (newsletters, social media posts, video scripts, blogs, and long-form content.
- Creating images and video content.
- 31% for performing research.
- 31% for brainstorming.
- 40% for educational purposes.
How to Leverage AI to Produce Trust-Building Content
So, you know that content is crucial for earning your ideal customers’ trust. And you understand that with the right implementation, AI can be tremendously helpful in producing resources that can elevate your brand’s credibility and guide consumers toward a conversion.
But what are the most effective ways to leverage AI in the trust-building content production process?
Well, that depends on a few unique factors, specific to your brand and target audience.
1. Optimizing Content Creation
If your primary goal is to optimize your content production process — making it quicker, more cost-effective, and filling up your content calendar with relevant resources — the best way to leverage AI is to come up with blog post topics or support your writing staff.
So, what does this look like in practice?
- Well, first off, you can ask AI for topic suggestions. Pairing it with keyword research and marketing tools provides exceptional results, as it gives you an excellent starting point for producing relevant content with SEO potential.
- Secondly, employing AI to create article outlines can be a great way to supercharge your marketing strategy, as it makes it easier for writers to begin producing without wasting too much time on brainstorming.
- Thirdly, you can use AI tools to conduct research and gather data, which you can then reference in your articles. This is what Re Cost Seg does in its Cost Segregation for Owner-Occupied Commercial Properties guide. This is particularly important when aiming to boost brand confidence in low-trust industries, as it shows that your claims and promises have real-life backing and that your brand is committed to providing readers with high-quality, verifiable advice.
Source: recostseg.com
Finally, it’s worth noting that AI can help optimize human-written content by checking grammar and spelling. Furthermore, tools like Grammarly can detect content gaps, providing your writing staff with opportunities to make your resources even more valuable and accessible to readers.
2. Guiding Shoppers Through the Sales Funnel
When aiming to build brand trust to elevate conversions, consider how you can support web visitors during the current phase of their shopping journey.
For instance, research suggests that educational content elevates purchase intent and the likelihood of a conversion by 131%. But even if you don’t use AI to generate those resources, you can employ AI solutions to guide your audience toward those blog posts.
For example, check out DialMyCalls, a mass texting and bulk notification service. It includes a prominent chatbot feature, which invites visitors to ask for help. What’s great about this approach is that the brand’s AI teammate has the capacity to direct shoppers to the resources they need, regardless of whether they have a basic question, require technical support, or want to learn more about the brand.
Source: dialmycalls.com
Or how about situations where your target audience doesn’t know what type of solution they need? Instead, all they know is that they have a pain point that you might be capable of solving.
In these cases, AI-driven interactive content can be a huge help.
On the one hand, it can effectively assist your audience with the product discovery phase of the buyer’s journey.
On the other hand, it can collect and utilize relevant customer data to ensure each of your web visitors receives personalized shopping recommendations, something that 73% of consumers already expect from brands.
The Bonansa quiz is an excellent example of such content and something you can easily incorporate into your site.
Source: bonansahealth.com
3. Boosting Content Accessibility
- To earn your target audience’s trust, you need to position your brand as customer-centric and a niche expert. However, this can make content production tricky, especially in highly specific industries.
- After all, if you’re trying to engage a general audience and convince them they need your niche solutions, the way to do it is not to alienate them with technical jargon. Instead, your best ally in boosting brand credibility will be your ability to make even complex information accessible to the average consumer.
- In many cases, this can be tremendously challenging (and frustrating). Forcing your content writers and experts to simplify their language might even seem like an impossible feat.
- Nevertheless, if you’re willing to incorporate AI into your trust-building content production process, you might have some success.
- For starters, AI video generators are a great method to present web visitors with resources that people prefer for learning about products and solutions.
Or, if you want to improve accessibility and engagement levels, try something similar to Bay Alarm Medical, a highly regarded medical alert brand. This brand uses automatic transcription to add subtitles to its explanation videos, making it much easier for viewers to understand each resource and conclude that the brand’s solution delivers relevant value.
Source: bayalarmmedical.com
Alternatively, you could also employ AI to generate visuals for your existing content, whether those include engaging images or data visualization charts to maximize comprehension. You can even use AI tools to remove objects from photos, helping clean up visuals or repurpose existing assets more effectively.
4. Creating Consistency
Lastly, when exploring opportunities to integrate generative AI into your content marketing strategy — particularly when aiming to boost trust and conversion rates — don’t forget about the importance of consistency.
Ultimately, a uniform brand image and voice maximize familiarity. And research shows that consumers are far more likely to buy from businesses they already know.
With this in mind, something as simple as using AI tools to generate consistent blog visuals can be an easy hack to get your target audience familiar with your branding identity. A great example of a brand doing this well is Somewhere, a remote staffing agency. Each visual corresponds well to the connected blog post.
Source: somewhere.com
Additionally, you can easily extend this content strategy to your social media channels as well, creating a consistent appearance throughout your entire digital presence.
This won’t just make your visual branding omnipresent (and super-recognizable). It will add a dose of professionalism to your presence, which will effectively convince prospects to trust your brand and perceive it as a reliable provider of products or services.
Final Thoughts
Leveraging AI in your content marketing strategy isn’t just a good way to ease the production process. It can also be the smartest (and easiest) way to elevate brand trust and nudge your audience closer toward a conversion.
So, don’t hesitate to try out the tactics mentioned in this guide. Yes, you will have to rely on your team’s specific expertise to get high-quality content. But using AI will make it far easier to produce a greater number of resources while still staying on budget.
