- To establish credibility and trustworthiness, interact with B2B news publications.
- Divide important information into smaller, easier-to-read chunks, like blog entries, infographics, or podcast episodes.
- Stay current on industry trends by interacting with content primarily.
- Good research should be thorough, pertinent, and intended to give readers actionable insights.
This article examines the value of trust in B2B marketing content and is based on a survey conducted by Informa Tech for its 2023 Trust in Marketing Index.
It addresses the four pillars of trust that decision-makers look for—case studies, first-hand information, access to expert thought, and problem-solving content—as well as five content pitfalls that can erode trust.
B2B Marketing Content
Building or reestablishing trust with your audience is critical, and the series implies that the process of going from content creator to trusted brand is not too difficult. The following actions can help you establish yourself as a reliable information source and interact with your audience:
To establish credibility and trustworthiness, interact with B2B news publications. Employ forms such as opinion pieces, feature stories, and interviews to give your content more depth. It is recommended that guest contributors provide novel viewpoints and adhere to the journalistic standards of truthfulness, impartiality, and exhaustiveness.
Divide important information into smaller, easier-to-read chunks, like blog entries, infographics, or podcast episodes. This strategy makes it simple for your audience to absorb the information and establishes them as a trustworthy source of understandable insights.
The Trust Index survey found that 33% of decision-makers continue to actively interact with these publications due to their distinctive combination of focus and credibility, which is difficult to find in other publications.
Your audience will see that you’re not just an observer in your field but are actively participating in the discussions that shape it if you strive for a byline in an industry magazine. You can also acquire invaluable authority and prestige in this way.
Stay current on industry trends by interacting with content primarily. Make an informed decision by distinguishing between trends and game-changers by using trustworthy data and insights. Join discussions, webinars, and conferences that are pertinent to your field, interact with influential people, and offer your insights and forecasts.
Rather than depending on outdated information, commission research to yield novel, persuasive insights. A seasoned CFO might, for instance, come upon a brand’s original research study examining hitherto unexplored risk dimensions in the post-pandemic environment, establishing it as a thought leader providing something fresh and worthwhile.
By commissioning research, you can build a resource that both serves and draws in new customers for your brand’s intellectual capital. It presents you as more than just a thought follower—rather, as a thought leader. Good research should be thorough, pertinent, and intended to give readers actionable insights. A well-crafted content series can assist in leading your audience through a clear story while offering useful insights free of overt product promotion.
Prospects are more likely to follow the path you outlined in a well-executed content series, which increases their engagement and level of trust in your brand. A brand’s perception can be improved by thought leadership of the highest caliber, which entails taking chances, questioning the status quo, and presenting persuasive arguments that change the dialogue within your industry.
Establishing trust anchors that lead your audience toward a deep connection with your brand is more important for fostering trust with content than simply steering clear of trust busters. You can rethink your brand’s value proposition and establish yourself as a thought leader by emphasizing the reliable appeal of skillfully written case studies and the rigorous intellectual content of superior thought leadership.
