How to Use Content Marketing to Build Trust with Your Small Business Customers

Shaun Sadlier • 10 April 2025

If you’re a small business owner - perhaps a baker in Birmingham, a dog groomer in Sheffield, or a photographer in Liverpool - you know how crucial trust is to your success. Your customers need to feel confident choosing you over the competition, especially in a digital age where online reviews and first impressions can make or break your business. But how do you build that trust, particularly with new customers who discover you online? At Leads Nurtured, we’ve helped countless small businesses grow by using content marketing to establish trust and credibility. In this blog, I’ll share how you can use content marketing to build trust with your small business customers - and how we can help you get started. Let’s make your business the go-to choice in your community.


Why Trust Matters for Small Businesses

Trust is the cornerstone of any successful small business. When customers trust you, they’re more likely to choose your services, recommend you to others, and become loyal, repeat clients. Building trust online, however, can be challenging. According to a 2023 study by Edelman, 63% of consumers say they need to trust a brand before they’ll buy from it - and for small businesses, that trust often begins with your online presence.


I’ll always remember meeting Sophie, a baker in Birmingham. She had a cosy bakery with a loyal local following, but her website wasn’t attracting new customers. “I don’t know how to show people I’m trustworthy online,” she told me over a coffee. We helped her use content marketing to share her expertise and connect with her audience, and within three months, her online orders had doubled. That’s the power of content marketing - it’s a way to show your customers who you are, what you stand for, and why they should trust you.


What Is Content Marketing, and How Does It Build Trust?

Content marketing involves creating and sharing valuable, relevant content - like blog posts, videos, or social media updates - to attract and engage your audience. Unlike traditional advertising, which focuses on selling, content marketing is about providing value. It’s about showing your customers that you understand their needs, have the expertise to help, and genuinely care about their experience.


Here’s how content marketing builds trust:


  • It Shows Your Expertise: Sharing helpful tips or insights positions you as a knowledgeable authority in your field.
  • It Builds a Connection: Content that resonates with your audience - like local stories or shared experiences - makes your business feel more human and relatable.
  • It Encourages Engagement: When customers comment on or share your content, it creates a two-way conversation, fostering a sense of community.
  • It Provides Transparency: Sharing behind-the-scenes content or customer stories shows authenticity, which builds credibility.

How to Use Content Marketing to Build Trust: 5 Practical Steps

Ready to start using content marketing to build trust with your customers? Here are five actionable steps you can take, with examples to show how they work in the real world.


1. Share Your Expertise Through Blog Posts

One of the best ways to build trust is by showing your customers that you know your stuff. Blog posts are a great way to share your expertise and provide value. For example, if you’re a dog groomer in Sheffield, you could write a blog post titled “5 Tips to Keep Your Dog’s Coat Shiny Between Grooms.” This not only helps your customers care for their pets but also positions you as the go-to expert when they need professional grooming.


For Sophie, the Birmingham baker, we wrote a blog post called “The Best Birmingham Bakeries for Your Next Celebration.” It included her bakery and shared tips on choosing the perfect cake, driving a 50% increase in celebration orders. By sharing her knowledge, Sophie showed her customers she was an expert they could trust.


2. Tell Stories That Resonate with Your Audience

People connect with stories, not sales pitches. Use content marketing to share stories about your business, your customers, or your community. For example, if you’re a photographer in Liverpool, you could write a blog post about “How I Captured a Couple’s Love Story at Sefton Park.” This shows your passion for your craft and your connection to the local area, which builds trust.


We helped a Sheffield dog groomer, Lucy, share a story about how she groomed a rescue dog for its first adoption event. The post, titled “A Fresh Start: How We Helped a Sheffield Rescue Dog Find a Forever Home,” got tons of shares and comments, showing potential customers that Lucy was compassionate and community-focused.


3. Create Content That Solves Problems

Your customers are looking for solutions to their problems, and your content can provide those answers. Think about the questions your customers ask most often, and create content that addresses them. For example, if you’re a baker, you might create a video showing “How to Store Your Pastries to Keep Them Fresh.” This provides value and keeps your business top-of-mind when they’re craving a treat.


For a Liverpool photographer, we created a blog post called “The Best Photo Spots in Liverpool for Your Family Portraits.” It solved a problem for families looking for scenic locations, and it drove a 30% increase in family portrait bookings from clients who trusted the photographer’s local expertise.


4. Be Consistent with Your Content

Consistency is key to building trust. If you post sporadically, customers might wonder if you’re still in business. Set a realistic schedule - whether it’s one blog post a month or a weekly social media update - and stick to it. This shows reliability, which translates to trustworthiness.


For Sophie, we set up a schedule of one blog post per month, focusing on seasonal topics like “The Best Cakes for Christmas Parties” or “How to Choose the Perfect Birthday Cake.” Her consistent content kept her audience engaged and built trust over time.


5. Encourage Engagement and Show Transparency

Trust is a two-way street, and content marketing can help you create a dialogue with your customers. Encourage comments, questions, and shares on your blog posts or social media updates. Respond to feedback promptly to show you’re listening. You can also share behind-the-scenes content to be more transparent - like a video of your team at work or a post about your business values.


For Lucy, the Sheffield dog groomer, we shared a behind-the-scenes post about “A Day in the Life of a Sheffield Dog Groomer.” Customers loved seeing the care that went into her services, and the post sparked conversations in the comments, building a sense of community and trust.


How Leads Nurtured Can Help You Build Trust Through Content Marketing

At Leads Nurtured, we understand that creating consistent, high-quality content can be a challenge for small business owners who are already stretched thin. That’s where we come in. Our affordable packages - Pulse (£150/month), Surge (£300/month), and Nova (£500/month) - are designed to help you use content marketing to build trust and grow your business. Here’s how we can help.


1. Create High-Quality Blog Content for You

If you don’t have the time or expertise to write blog posts, we’ve got you covered. All our packages include blog creation:


  • Pulse: 1 blog/month
  • Surge: 2 blogs/month
  • Nova: 5 blogs/month

We’ll write posts that showcase your expertise, solve your customers’ problems, and resonate with your audience. For Sophie, our blog posts helped her connect with celebration planners, doubling her orders.


2. Optimise Your Content for SEO

Great content is only effective if people can find it. Our packages include SEO optimisation to ensure your blog posts rank higher on Google, driving more traffic to your site. For Lucy, we optimised her blog posts for keywords like “Sheffield dog groomer,” which helped her rank on the first page of Google and attract more customers.


3. Promote Your Content with Google My Business

If you want to reach more local customers, our Surge and Nova packages include Google My Business management. We’ll share your blog posts and updates on your profile, encouraging engagement and building trust with local customers. For the Liverpool photographer, this strategy drove a 30% increase in bookings.


4. Build Trust with Review Management

Positive reviews are a powerful trust signal, and our Nova package includes review management to help you collect and showcase customer feedback. We’ll share these reviews in your content to build credibility, as we did for Sophie, whose glowing reviews became a key part of her blog posts.


5. Start with a Free SEO Audit

Not sure where to begin? Our free SEO audit will show you how your website is performing and where content marketing can make the biggest impact. Fill out this form to get started: Free SEO Audit Form.


Real Results: How Content Marketing Helped Sophie’s Bakery Business

Let’s go back to Sophie, the baker in Birmingham. When we started working with her, her website was lovely but wasn’t generating leads. We used content marketing to build trust with her audience by:


  • Writing monthly blog posts like “The Best Birmingham Bakeries for Your Next Celebration” to showcase her expertise.
  • Sharing customer stories, like a family’s experience with her birthday cake, to build a connection.
  • Optimising her content for SEO, helping her rank for “Birmingham bakery” and “celebration cakes Birmingham.”
  • Promoting her blog posts on Google My Business to reach more local customers.


Within three months, Sophie’s online orders had doubled, and her bakery was bustling with new customers. She told us, “I never realised how much content could do for my business - it’s made my customers trust me before they even step into my shop.”


Take the First Step: Start Building Trust Today

Content marketing is a powerful way to build trust with your small business customers, and it’s easier than you think to get started. Begin by sharing your expertise, telling stories, solving problems, being consistent, and encouraging engagement. And if you need help, Leads Nurtured is here for you. Our affordable packages - starting at just £150/month - can take the stress out of content marketing and help you grow your business.


Ready to see how your website can build trust? Start with our free SEO audit to get a clear picture of where you stand: Free SEO Audit Form. Once you have your audit, we can help you create a content marketing strategy that works with our Pulse (£150/month), Surge (£300/month), or Nova (£500/month) packages. Let’s make your business the trusted choice in your community.


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