This is part 2 of Zachary Chastain’s discussion with Kentico CEO Petr Palas, regarding the 2014 Kentico Content Marketing Survey results. You can read part one of the discussion with Petr Palas here.

In this article featured on Thought Labs, they pick up from where they left off: “What are some other ways that companies can make sure that the data they’re sharing is easy to verify and that consumers feel that it can be trusted?” 

Petr: It’s really important to use external sources in your content to support your data. You can cite supporting data from other company’s research, you can include detailed data from your own surveys and research that you’ve conducted, as a way to take content marketing away from opinion-based and present verifyable facts.

To continue reading the interview, click here for questions and answers regarding #KenticoCMS!