Why and How to Build Trust, Authority, and Reputation with Content and SEO
digital marketing phoenix

Successful businesses are built on the foundations of trust, authority, and reputation. Here’s how they work together to form the DNA of effective SEO and content marketing efforts. Let’s talk about TAR. The positive TAR that is the cornerstone of successful businesses: not the negative tar in nicotine or the material that plugs cracks in roads, but the positive TAR that is the foundation of successful businesses:

  • Trust
  • Authority
  • Reputation

Without these three features, a company is essentially a carbon copy of its competitors, increasing the number of options available to potential customers. Prospects become emotionally engaged when TAR is present, which leads to loyalty.

Other businesses that don’t have TAR dilute the options, making it more difficult for prospects who don’t want to make difficult judgments. This idea is equally applicable in the field of digital marketing. The DNA of the most effective SEO and content marketing strategies is made up of trust, authority, and reputation. If you look at any first-place organic rankings, you’ll notice that TAR is prominent. Paying attention to establishing (and balancing) all three TAR aspects is required for scalable online success. Because search engines seek TAR, these aspects boost SEO exposure and all that material – which was also created with TAR in mind – and its increased visibility will organically garner respect from prospects, leading to long-term clients.

The TAR strategy for improving a company’s internet visibility is uncomplicated and easy to implement. However, establishing true TAR in digital marketing might be difficult because it goes against conventional campaign techniques. A TAR approach must be knitted into the fabric of every campaign aspect before the standard keyword research, tech audits, and content calendars are developed. And it all starts with a never-ending series of inquiries during the crucial discovery phase, including the most critical one: “why?” The answers to these questions can help marketers create a successful campaign that supports the reality behind the business, which is based on “why” the company is in business and “why” their products are needed.

Apple comes to mind right away; its brand is founded on strong TAR that underlines its “why” as a company. Apple isn’t in the business of selling technology; rather, it encourages people to be creative. Each of its product advertising emphasizes the “why” component before addressing the two further questions: What and How. The following are the most important strategies for increasing and strengthening the TAR of your content marketing and SEO operations.

Why What, and How: Think Like a Traditional Journalist

Due to apparent reasons, the focus on the Five Ws and One H in the digital marketing landscape has dwindled, and the concept has been renamed “Two Ws and One H.” All TAR methods should explain why they’re capturing emotion, then what they’re doing with it and how they’re rationalizing it. Traditional journalism’s Who, When, and Where are usually answered on the firm bio page or footer, boosting awareness of the other Two Ws and One H.

Always begin with the why.

Unfortunately, many SEO specialists and content marketers focus entirely on the How and What of the client’s products and services when starting a digital marketing campaign – often the features, prices, and everything that sets them apart from the competition. This is what traditional research data indicates a company’s web presence needs for success; however, it neglects to address the emotional side of things by asking why first. The Hows and Whats are essential, but only as a rational counterpoint to the more emotional Why. A company’s why should be addressed right away. Companies that start with Why will naturally appeal to a prospect’s emotions, influencing the three aspects of TAR that can lead to a long-term engagement – even romance – with a brand and its products.

The words “can begin” are vital since the Why must be supported by a solid What and How.

What & How Must Be Followed by Why

Once you’ve tapped into a prospect’s emotional side, it’s time to back up those feelings with data – which is where the What and How come into play. Competitive analysis, keyword research, content calendars, and site structure, to mention a few, are all common discovery aspects in SEO and content marketing initiatives. The what and How are important, but the Why should always come first. First, appeal to passion; then, appeal to logic. The What and How are used to break down a business’s offers. The answers to the questions what and how clearly describe what a service firm does in terms of strategy and process, and what a product company delivers in terms of features and specs. To rationalize the emotional Why of a corporation and its products or services, the what and How are required once again. The proliferation of TAR components is a natural result of this method. The more a client respects those TAR parts that play on our emotions, the more constant the What and How are established.

It’s just as important who you ask as it is what you ask.

Also, as essential as the questions you ask are the people you ask. To effectively embed TAR into a digital marketing strategy, agencies should consult not only the marketing team, but also the CEO, founder, sales staff, and anybody on the front lines who deals with day-to-day customer relations.

Each one can offer a unique viewpoint on questions, assisting in the influence of TAR variables on prospects – the more perspectives you have, the more you will be able to adequately communicate the company’s Why. The brand’s online presence will grow stronger and faster if the Why is answered and the correct Whats and Hows are implemented.


A marketer’s primary aim should be to provide something “new” (and occasionally weird) to client campaigns, bringing their online presence from “0 to 1.” The answer lies in utilizing the most powerful TAR aspects, and it all starts with asking the right questions, always starting with why. For all your SEO needs, contact us!