Don't try to trick your readers. Just produce solid, honest content that can be corroborated.
When you're producing content for your company's blog or website, these are the pillars for success, according to Kentico Software CEO Petr Palas.
"Content emanating from all parts of a business must be consistent and honest in order to maintain the delicate trust of customers, especially in the age of the Internet where everything can be fact checked at the click of a button," Palas told CMSWire. "This just goes to show that content marketing and transparent marketing go hand in hand."
Some of the findings in Kentico's new Content Marketing Survey, the latest installment of Kentico’s ongoing Digital Experience research series, speak to these points about content marketing.
Kentico surveyed 325 US residents 18 years old and over in May. It's part of an ongoing survey series that also includes a Mobile Experience Survey, Email Marketing Survey, Website Marketing Survey and Digital Brand Interactions Survey.
Some findings from the content marketing survey include:
- 74 percent of the general public trusts content from businesses that aim to educate readers about a particular topic
- Signing off an otherwise objective blog post or newsletter with a product pitch will bring the content’s credibility level down by 29 percent
- 60 percent believe a company’s size has no bearing on the credibility of its content marketing
- 29 percent do feel educational content from smaller businesses is more trustworthy than that of larger businesses
- Can’t be corroborated with other non-company sources: 46 percent
- Doesn’t address other perspectives or viewpoints: 17 percent
- Isn’t clear that it’s coming from a particular company: 15 percent
- Talks down to the reader: 12 percent
Palas told CMSWire he was surprised that brand loyalty had very little do with customer trust in educational content. The survey revealed that 85 percent of those surveyed aren’t any more trusting of educational content simply because they buy from the company that posts the content.
The metric that surprised Palas least was that of those surveyed, 49 percent will generally trust what a company says about a particular topic but will also corroborate with other sources.