Trust comes from regular interaction. You can’t achieve a strong relationship from just one meeting, and the same goes for the content you put out into the world.
As a CEO, the content you produce (or work with an agency to produce) is going to form multiple touchpoints with your current and future customers. They need to see a number of articles from you before that bond of trust starts to form.
So when your customers Google a problem (related to your offering), it’s your content that pops up, helpfully guiding them all the way through to a solution. No hard sell, you’re simply sharing your industry expertise for free.
So when it comes time to purchase, whether that’s the same day or months later, they think of you – a trusted source. Because it’s your name that is on the content which has been solving their problems.