Seven in ten senior-level marketers strongly agree that content is crucial for improving brand trust, according to a new study released on Tuesday by intelligence platform Vennli.
The “Content Marketing Strategies That Build Brand Trust” report found that the majority of top B2B marketers rely heavily on articles, blogs and other materials to strengthen ties with consumers. 40% of respondents also said that it was important to include quotes from experts and original research to show that they can offer unbiased and factual perspectives on topics.
“Marketers are faced with the significant challenge of finding a way to build brand trust with their customers. To do so, they should produce content and messaging that speaks to customer’s pains and needs,” Vennli’s CEO Marty Muse said in a statement.
He added that while building trust can be a significant undertaking, the returns for making customers feel like they are valued are considerable, with increased loyalty, retention and loyalty among the benefits. More than a third of the 100 senior marketers polled in the study said that this process had enabled them to improve their brands while delivering higher-quality customer experiences.
Around a quarter also said that they are willing to create their own research via case studies, surveys and polls to support claims they make in content materials. These case studies were also one of the leading types of content published by marketers as they believe they have a hugely positive impact on the process of building trust and creating lasting relationships with audiences.
