Whether it’s  serving a community’s information needs, uncovering hidden truths, or in service of marketing a great product, today’s content creators should consider their work as building a partnership with readers. In their book, “The Trusted Advisor,” David H. Maiser, Charles H. Green, and Robert M. Halford list five stages to building trust with clients:

  • Engage
  • Listen
  • Frame
  • Envision
  • Commit

I broke down each from a financial institution content perspective on the brass blog, but most of it boils down to empathy. Really engage and put yourself in the other’s shoes and tie your success to theirs to build a real lasting relationship.

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