If you're looking to create quality content for your small business' website, you may find the answers outside of your company.

Content marketing campaigns can help small businesses build trust with their prospects, as the Edelman Trust Barometer shows that less than half of consumers trust the companies they buy from.

Creating original articles that discuss an industry or other trend can provide a consumer or B2B buyer with a better image of the company they’re shopping with. Moreover, consistent content will drive repeat traffic and improve the perception of a small business among even the most skeptical of shoppers. This is especially true when businesses use news content marketing, rather than more promotional copy.

Charles Gaudet, CEO of Predictable Profits, said that consumers have become especially appreciative of transparency from businesses. Blogs that discuss a business and its industry can paint a favorable image of the company in the mind of their target audience.

“I believe that 2012 is going to be the year of transparency,” Gaudet said in a release. “Those businesses that incorporate trust-building marketing strategies into their regular everyday business activities will dominate and reign as king in this ‘trust economy.’”

Content marketing campaigns can also help businesses looking to improve their search ranking. ContentLEAD recently reported that more than half of consumers begin their research on a purchase through a search engine. Content marketing campaigns can help businesses improve their search standing, as well as foster trust with prospects.