Competence: This Trust Signal Advances Your Business Content

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


Competence is one of the eight pillars of trust we use to improve B2B business content.

Within your business communications, evidence of your competence conveys your expertise and capability in your domain.

Plausibly, as humans, we distrust ineffectiveness and unprofessional behaviour.

Ask Yourself

  • How does my content demonstrate my competence?
  • What content will show my customers I know what I’m doing?
  • How can I express my unique expertise?

You possess the skills, knowledge, expertise, capacity and resources to perform your customers’ jobs and supply their products.

As a proficient specialist, you stay updated on industry developments and knowledge to serve your customers better.

If you can’t do the job, don’t! Your reputation and business relationships will, justifiably, suffer the consequences.

Handy Hints

  1. Deepen your content to discuss industry issues.
  2. Reveal your expertise in your content.
  3. Encourage innovation with thought-provoking insights.
  4. Transform testimonials into case studies and educational stories.

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.

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