Compassion & Care: How to Use These Trust Signals in Your Content

{ This article is adapted from our ‘Becoming A Trusted Expert’ guide, available here }


Compassion and care shape one of the eight pillars of trust we strive to embed in your B2B content writing.

In your communication approach, compassion and care demonstrate human kindness, which we trust.

In contrast, we distrust inattention in business writing.

Ask Yourself

  • How do I show my customers I care about them?
  • Do I provide appropriate content to meet my customers’ needs?
  • What content could help solve their problems and improve their situation?

Your customers will trust your brand when you understand what they’re going through by knowing their interests, problems and values.

When you prioritise solving your customers’ problems and improving people’s well-being, consumer trust in your business will be high.

Alas, businesses with hidden agendas, who don’t care beyond generating business results, will degrade (and abolish) this trust.

Handy Hints

  1. Research your customers. Listen to feedback.
  2. Create content to guide them.
  3. Identify an issue, show empathy and offer genuine ways to help them overcome or diminish a challenge.

Ready to learn more about writing trustworthy business content?
Grab your free guide today: Becoming A Trusted Expert: How To Create Credible Content That Informs, Influences and Inspires Your Audience.

Photo by Clay Banks on Unsplash
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