Gaining the trust of your readers is your number one content marketing objective, without it your content strategy will fail. New research finds that businesses must work hard building trust and that, while people do generally trust brands, it is a fragile and fleeting trust and is easily shattered.
A recent survey conducted by Kentico found that 74% of the general public tend to trust the non-commercial content that businesses post on their corporate, social and other sites to educate prospective customers, with the aim of drawing them into their communities and customer channels.
While this figure appears encouragingly high, the survey also showed that while people will generally start out believing what you have to say, their trust in your content is on a knife-edge. When reading a blog post that may be compelling, valuable and objective, almost one third (29%) say all a company has to do to kill their credibility is add a brief mention of the product.
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