Do you remember the last time you landed on a website just looking for some basic information and a pop-up came out of nowhere and punched you right in the face? Or maybe an overly flashy banner ad startled you or an autoplay video interrupted everyone in your office because you forgot you left your volume at full blast?
If you’re online, you’ve definitely experienced some variation of interruptive advertising — and I’m willing to bet that none of those experiences prompted you to reach for your wallet and hand over your money to a brand you’d never heard of before its logo and discount offer jumped onto your screen.
That’s because the way audiences consume content and connect to brands is changing. This aggressive, in-your-face way of communicating isn’t resonating with people. Successful brands are delivering actual value to their audiences where they are instead of pushing their own agendas.
To do that well, you have to build actual relationships with your audiences. And each of your relationships, whether they’re personal or professional, is built on a foundation of trust.
In my business book, “Top of Mind,” I explore what brands need to know about the ways audiences consume content and how leaders can use content to earn trust and influence those audiences. Drawing from my experience relationship-building by helping others amplify their message through high-quality content, I share exactly what it takes to earn a place at the top of your audience members’ minds, build trust, and create opportunities for your company.
For insights into building trust and engaging your key audiences, check out a free chapter preview of “Top of Mind” and explore the infographic below.
John Hall is co-founder and CEO of Influence & Co., a content marketing agency that helps companies and individuals extract and leverage their expertise to create, publish, and distribute content to their key audiences. Follow him on Twitter @johnhall.