Are you ready to be the most trusted business content provider in your market?

You believe you’re the most trusted business your clients could choose. But how do you become a trusted brand in your local market? The answer is to be sure that your business services, brand, statement of value and consistent content are essential elements in your 2011 public relations plan.

If you want your community to recognize your extraordinary level of service, work on exceeding your clients’ expectations every day. In today’s competitive environment, you know what that means: going above and beyond the standard level of quality and service to truly differentiate yourself. People choose to do business with those they know, like and trust. Businesses that create trust through delivering even more than promised will be the winners in the competition for consumer choice.

My family recently traveled to Monterey, staying at the Hotel Abrego, accommodations I’d found online. The website looked inviting, and I found positive reviews at Travelocity – but I always experience a bit of stress as the family travel agent when booking a new hotel.

The front desk staff member eased by trepidations with a warm welcome once we arrived, and then she proceeded to exceed my expectations by saying the magical words, “We’re upgrading you – to fireplace rooms.” Now for all I know, the vast majority of their rooms may have fireplaces, but I didn’t expect the upgrade. Our family group all were thrilled with our fireplaces during several days of cold and intermittently rainy weather in Monterey.

The front desk representative even went further win our undying devotion by giving us a card for a complimentary glass of wine with our appetizer order in the hotel’s restaurant-bar. We were famished after our long drive, so we hungrily made a beeline back to the restaurant after we checked in to enjoy a free glass of wine and some hors d’oeuvres.

Whatever your business, your statement of value and purpose should support your exceptional service. Make your statement specific to your service and the customer group you serve or want to serve. My new favorite Monterey hotel states on its homepage that it is “Monterey’s newest, uniquely designed 93-room, full-service boutique hotel providing an exceptional value and a refreshing Monterey experience in a playful, relaxing, inviting environment” – all true, and, even better, exceeded in reality.

An accounting firm might develop a statement such as “Northern Nevada’s most trusted business advisory and accounting firm, focusing on solving the most complex business challenges for small to mid-sized enterprises.” Make the statement part of your website banner on every page, your business cards, letterhead, brochures and other collaterals.

Amplify your value by providing content around your expertise. Use social media for cost-effective communication of your value: website-based blogging, LinkedIn, Twitter, podcasts and videos. Send out monthly enewsletters to your contact list. Give away white papers if you speak or offer seminars. Your tactic choices are endless and should be suited to your priority current and future clients. As a trusted business, you are perfectly positioned to provide content that is by definition of high value, reliable and, if consistently communicated, will launch your brand to new heights in 2011.