Today, marketers must talk with and have empathy for the audience. In other words, they can’t try to communicate externally with jargon-laced insider-speak. They must have an understanding of external realities, viewpoints and perceptions, and infuse this understanding into marketing messages and content.

Kentico Software showed that consumers trust content from companies, but only if they feel it provides a balanced perspective: 49% of consumers say they trust what companies say, but look to verify it with other sources; 57%  said educational content is more credible when it contains third-party sources.

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