Report: How content marketing builds trust

Trust is a scarce resource for organizations in 2018.

Modern market forces have resulted in an unprecedented loss of trust for institutions and businesses. New organizations have experienced a rebound, with new journalism seeing an increase in influence—but PR pros have a harder time than ever getting earned media.

The press release is an outdated tactic according to some. Others argue social media is a poor substitute for trusted new outlets. Influencer marketing isn’t going to replace earned media’s place, either.

The good news is that content marketing might be able to help fill the void.

A new study from the Content Marketing Institute argues that owned media might be the answer to your organization’s trust woes. The key to building a relationship with a consumer is to provide value—including valuable information.

The study writes:

When you put your audience’s needs first – and create your content based on THOSE needs – what are you really trying to do? Of course, you want your content to get found, consumed, discussed, and/or shared, to generate action by your audience. You want the right people to find value in your content and subscribe to it.

But what’s happening on a deeper level when you help someone by providing valuable information? Our research indicates you’re creating a bond: 96% of the most successful content marketers agree their audience views their organization as a credible and trusted resource.

How can you apply this insight in your efforts? CMI’s chief strategy advisor Robert Rose says, “Every digital experience we create should not only reflect our focus on winning a moment of truth—where the customer is paying attention—but in deepening the trust gained (or regained) in every step that precedes or follows it.”

Know your audience

A good grasp of your audience is essential for providing value with your content marketing. In order to create content your audience will find useful, you must first know who they are.

[RELATED: Earn recognition for your videos and visual designs that captivated audiences.]

CMI’s report found that relatively few content marketers are researching their audience by talking directly with consumers. Only 42 percent say they have a direct dialogue with their audience. More likely avenues for feedback are keyword research and reports from the sales team.

The report suggests marketers should make every effort to contact real consumers—either by jumping on calls with sales reps or interacting at in-person events.

Be prepared to spend

Budgets are going up for content marketers according to CMI—and most of the money is going to creation efforts. Fifty-six percent report increased spending on creation. Staff increases were only reported by 37 percent, and distribution efforts received 36 percent.

Content creation costs surely align with the increase in video content, which also increased per CMI’s report.

Sixty-four percent of marketers reported an increase in audio/visual content, where only 4 percent noted a decrease. Audio-only content (like podcasts) was increased by 38 percent of respondents.

The written word shouldn’t be ignored. While print content, such as magazines and brochures, saw the highest drop in use (17 percent), digital content continued to see major gains. Sixty-one percent reported an increase in blogging and ebooks, and 33 percent reported keeping their efforts at the same level for digital writing content.

Looking to the future

What are content marketers concerned about going forward? The biggest worry for most is changing SEO algorithms. Sixty-one percent ranked changes to Google and other search giants as a concern, and social media changes came in second with 45 percent.

Data and privacy concerns continue to be at the bottom of marketers priority list, despite the dangers posed to reputation—and the legal penalties now attached to new laws like the GDPR. Only 34 percent ranked data and privacy as their main concern. However, they are more worried about security than about voice search or artificial intelligence, each only getting 13 and 14 percent of respondents, respectively.

Marketers who are worried about data security can learn more about the simple steps they can take to protect their operations.

How are you going to change your content marketing operations in the new year, PR Daily readers?

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