How to Build Trust at Scale

In today's digital world, people don't just do business with companies. They do business with people – and specifically, people they trust. 

Content is one of the most powerful tools for building trust at scale. 

Effective content cultivates trust through affinity, authority, and relevance.

Let’s briefly discuss each one.

Affinity: Show the Person Behind the Brand

People trust people they connect with.

Affinity is built when your audience can relate to you on a personal level. It’s not enough to present yourself as a seasoned executive or leader. It’s important to show the human side of who you are as well.

How can you do this? By being real and relatable. 

Whether you share personal stories, lessons from your journey, or behind-the-scenes insights, the goal is to allow your audience to see beyond your professional persona. This doesn’t mean you have to share every detail of your life, but finding ways to authentically connect with your audience is key. They need to feel like they know you, and that personal connection will breed trust.

Authority: Show You Know Your Stuff

As you build a human connection with your audience, you also want to build authority. 

People trust those who demonstrate expertise in their field. What knowledge have you gained through your career? What lessons have you learned that your audience can benefit from?

Sharing your experiences, insights, and advice from a place of authority builds your credibility. When your audience sees that you genuinely know your stuff and are willing to share it, they’ll begin to trust you as a credible voice in your industry. This authority becomes social currency, helping to grow your influence and expand your reach.

Relevance: Stay Top of Mind in Your Market

Building trust through affinity and authority is crucial, but it won’t mean much if you’re not reaching the right audience for you and your business.

Relevance is about engaging your target market with timely, valuable content that speaks to their current needs and interests.

Your content can build on the conversations happening in your market right now. By staying on top of trends and consistently producing relevant content, you’ll position yourself as a leader in the conversations that matter most to your audience.

Trust Is the Real Metric

Too many people get absorbed with vanity metrics online. Building trust should be your No. 1 goal. It’s what turns followers into fans, opportunities into partnerships, and leads into clients. 

The best way to build trust is through consistent, authentic content that showcases your experience. Your content should say, "I’ve walked this path you're on, and here’s what I’ve learned."

Keep this in mind as you create content for your personal or company brand.

Focus on building trust at scale through affinity, authority and relevance. Everything else will follow.