What's the one key ingredient that's missing from most content marketing campaigns?

Answer: trust.

Trust is the most important currency in every transaction. It's why social proof and testimonials are a key part of any marketing strategy.

Take a moment and think about the last ad you saw while scrolling on your favorite social media app.

What did it make you feel?

FOMO is fleeting. Trust, however, can pay returns on ad spend for years into the futrue.

Establishing trust needs to be a core part of your marketing strategy. This entails creating a body of work that gets at the 'why' of a brand.

It shows new customers that there are core beliefs and principles underpinning a brand -- not snake oil and clever marketing tricks.

That's why you need to build trust into your content marketing plan.

Medium is a platform that can help you do just that.

Medium is a writing platform with over 100 million readers. It has built-in distribution meaning content gets in front of the people who actually want to read it.

Here are some other benefits of generating content for audiences on Medium:

✅ Medium distributes your work to millions of readers

✅ Articles rank on Google

✅ Readers can easily share your work with their audience

✅ House your startup's blog as a Medium Publication

I started writing on Medium back in 2022. Since then I've had several articles go viral. Many have ranked on Google above well-known national publications.

Here's what else Medium has helped me do:

✅ Grow my email list

✅ A/B test content in new niches

✅ Diversify revenue streams

✅ Land new clients

✅ Generate earned media features

If you want to help a brand grow, it needs to earn the trust of your customers. Publishing thought leadership and content to earn their trust can help you do just that.