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How to Build Trust with Content

Daniel Adrian
· 4 min read
Copyright: CC BY-NC-SA 4.0
marketing for beginners
content marketing client journey trust building
A hand-drawn charcoal sketch on textured brown paper. A simple, calm cartoon-style person is sitting on a sturdy, three-legged wooden stool. The illustration represents stability, as each of the three legs is clearly labeled with a foundational element: 'Know', 'Like', and 'Trust'.

In the last post, we mapped the path from stranger → client. But there’s a missing gear:

None of it works without trust.

So, how do you build it? Simple:

Create three types of content — each with a job.

The “KNOW”

For: Stranger + Audience stages.

People aren’t looking for you. They’re looking for answers. Your job is to be the answer.

Know content does: Demonstrates expertise by being useful. Solves a small, specific problem with no strings attached.

What it looks like:

  • A simple explanation: A financial advisor writes a blog post breaking down the complex tax implications (e.g., how quarterly taxes work for freelancers) with simple examples.
  • A step-by-step tutorial: A coffee company posts a video showing the exact process for brewing the perfect pour-over coffee at home.
  • A helpful template: A web designer offers a free checklist that walks a business owner through the essential elements of a high-converting website, ensuring their new site is built to sell from day one.

Job of “Know”: Make a stranger think, “Huh. That’s exactly what I was looking for.”

The “LIKE”

For: Audience + Community stages.

Facts build awareness. Stories and values build connection. Pull back the curtain so people see how you think.

What it looks like:

  • Show the process: A sustainable fashion brand posts a video showing how their artisans hand-dye fabrics using natural ingredients, from sourcing the plants to the final product.
  • Share your origin story: The founder of a meal delivery service shares the personal story of their struggle with healthy eating as a busy parent, which inspired them to start the company.
  • Talk about your values: The CEO of an outdoor gear company publicly writes about their commitment to environmental conservation and why they donate 1% of sales to the cause.

Job of “Like”: Make your audience think, “I get this person. I like how they think.”

The “TRUST”

For: Prospect + Client stages.

Prospects are asking: “Can you actually deliver?” Your job is to close the gap between promise and proof.

What it looks like:

  • Case Studies: A marketing agency details how they helped a local bakery increase online orders, outlining the problem, their strategy, and the measurable result.
  • Targeted Testimonials: Use proof to answer objections. If a prospect fears: “Is this just going to be generic advice? Will they understand my specific industry?”, a testimonial like this is perfect: “I was hesitant because I’m in a niche industry “custom dog prosthetics” and I assumed most coaches wouldn’t get it. But on our first call, John had already researched my market and came with specific ideas for reaching veterinarians, not just pet owners. He didn’t give me a generic ‘post on social media’ plan, he gave me a direct outreach script that landed me three new vet partnerships in the first month. He gets the details that matter.”
  • Your Process: A dedicated page outlining your exact method — from “Phase 1: Discovery” to “Phase 3: Launch” — with clear timelines and deliverables.
  • Risk Reducers: Offering a “freemium” plan can be more effective than a 14-day trial. A trial creates pressure, and users often cancel when time runs out. A free plan lets them learn at their own pace. Once they rely on the platform and are ready to scale, paying for an upgrade becomes a natural next step.

Job of “Trust”: Make a prospect think, “I can count on this person to get the job done.”

Avoid the One‑Note Trap

Here’s the trap: most creators only make one type of content.

  • All “Know”? You become a library. Helpful, but forgettable.
  • All “Like”? People like you — but don’t know what you sell.
  • All “Trust”? You become a walking billboard and people tune out.

It’s the balance that creates momentum. Know gets attention. Like keeps it. Trust wins clients.

Next Step

So now you know what to create. The next question is, where do you find the people who need to see it?

In the next one, I’ll break down exactly how to find where your ideal clients are hiding online — and how to join the conversation without sounding like a s*ammer.

Catch you then. ✌️

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