Cracked cement symbolizing broken trust between UNTRUSTING people or parties
In my last article, I delved deeper into Informa Tech Marketing Confidence Index 2023 investigation. It was a sobering look at five content pitfalls that B2B technology decision-makers say undermine trust:
- Generic content that is aimed at everyone, and no one.
- Same, identical, repetitive content like everyone else produces.
- Safe content, especially when the value exchange between brand and reader is unequal.
- Content with outdated data and outdated information.
- Content that promises insight but is a sales pitch.
But understand this: Each of these challenges also represents an opportunity. It’s not total devastation. Even if the reader’s trust is as fragile as an ancient manuscript – easily torn by poor content – it can be painstakingly restored, page by page, with high-quality material.
The secret lies in strategic reorientation.
Rather than being a source of disappointment and frustration, your content can be a source of trust and credibility and a spark for meaningful relationships.
To achieve this, you need a clear strategy rooted in understanding what decision-makers want. It’s not just about avoiding obstacles; it’s about building a journey filled with trust anchors that move your audience toward trusting your brand.
In this article, I’ll dig deeper into the Trust Index survey, specifically around the four pillars that B2B technology decision-makers said they need to feel trusted.
In the upcoming third and final article of this series, I’ll share seven actions you can take around these pillars to elevate your content from merely informational to truly trustworthy, turning potential skeptics into people who trust your brand .
Let’s first look at the pillars of trust.
The trust model: exploring the four pillars
The four pillars of content trust
Think of each pillar of trust as a cornerstone, a non-negotiable element in the complex architecture of building trust. Whether it’s the emotional resonance of a well-designed case study or the empowering effect of actionable data, every pull on your audience contributes to the trust people feel in your brand.
Telling Stories with Purpose: The Role of Case Studies
Data may be the language of logic, but stories? It is the language of emotion, of experience and, for 42% of decision-makers, the language of trust. In B2B content, case studies are the ultimate prize. They go beyond the facts to tell the story of a journey that ends with a problem solved, efficiency gained or a goal achieved. This story arc is not only engaging; it’s deeply trustworthy.
Meet JR, a project manager at an engineering company, who is reviewing content for your company’s new software platform. He has just looked through your case study detailing how a similar company overcame their project management problems using your software. For JR, this is not just marketing talk; it is the story of an ongoing transformation with similar challenges, solutions and concrete results. It’s a compelling story that does more than sell a product; it sells confidence.
But what if, as a marketer, you find yourself in that all-too-common scenario where you don’t have access to happy customers who could be the stars of your studies? You still have options. Third-party reviews, accolades, or even industry examples can work. There may be an independent review praising your product or a well-researched industry case closely matching what your product or service offers. Such reviews and closed cases can serve as proxies that allow you to tell a powerful, trust-building story.
Data-Driven Trust: How New Information Builds Credibility
DNA structure composed of various abstract objects
In a sea of indistinguishable content, the value of data has never been more evident, especially when it is newly created and ready to use. For 35% of decision-makers surveyed in the Trust Index survey, data that drives action is not just a benefit; it is a building block of trust. It’s the difference between content that simply informs and content that empowers, between a skimmed article and a recorded, shared and cited report.
Let’s take the example of Sarah, a CTO of a mid-sized software company. She’s struggling to improve her team’s agile development process. Sarah came across your article which describes common challenges in agile environments and provides the latest data on successful agile transformations. And this is not data from three years ago; it’s a snapshot of the current state of agile practices. Sarah is impressed. She doesn’t just read your article; she bookmarks it, shares it with her team, and even cites it in a presentation to her board of directors. In Sarah’s eyes, your brand has evolved from just a content provider to a trusted advisor.
But what if first-hand data is a rare commodity in your business? Do not despair. The Internet is a rich reservoir of studies, surveys and industry reports. If you can’t generate your data, organize it. Be the journalist who reports the news, understands its impact, and guides the audience in their responses. Your content evolves from an ephemeral read to a lasting resource, a reference point and the epitome of trust.
Wisdom from the Experts: Building Trust with Authority
Have know-how or have knowledge. The hand turns a die and changes the word “skill” to … [+]
Imagine Marcus, IT Director at a growing e-commerce company. He’s looking for a cybersecurity solution, but he’s worried about getting caught up in the hype. Then he comes across your article featuring an interview with a renowned cybersecurity expert. This is not just another list of numbers; it’s a deep dive into the state of cybersecurity guided by a recognized authority in the field. Marcus feels like he’s attending a mini-seminar rather than reading a blog post. For him, your brand has just scored major points of trust.
In a B2B landscape laden with jargon and complexity, an expert’s voice is illuminating and grounding. For 35% of decision makers surveyed in the Trust Index survey, including expert opinions in your content can move it from the realm of speculative to the realm of credible. But let’s face a hard truth: not every organization has a group of in-house experts readily available for interviews or quotes. Does this mean you are doomed to creating second-tier content? Absolutely not.
If you have limited access to internal subject matter experts, look outside. Industry conferences, academic journals, and even social media platforms like LinkedIn can be gold mines for finding experts willing to share their ideas. Also consider Help a B2B Writer, a service that connects expert sources with writers who need them. External voices can be just as influential in giving your content the seriousness it needs for prospects to take it seriously.
Solutions at your fingertips: the power of problem-solving content
Mature man looking at digital tablet that colleague shows at work
At the heart of every click, scroll, and share is a simple human need: to solve a problem. Whether it’s a question as big as pivoting a business model or as specific as choosing the right software, your audience wants answers. For 29% of decision makers surveyed in the Trust Index survey, finding these answers in your content is a major factor in building trust.
Let’s put ourselves in the shoes of Emily, marketing manager in a startup. It’s struggling with its email campaigns, facing low open rates and less engagement. She goes through your article: “Relaunching Your Email Marketing: A Complete Guide.” It’s more than just a collection of tips; it’s a problem-solving toolkit. The article diagnoses common problems, suggests action steps, and even provides templates for its next campaign. Emily is happy. She takes your advice, sees an uptick in metrics, and becomes a brand advocate—all because your content solved her pressing problem.
If you don’t have access to customer issues and internal experts, let your journalistic instincts run wild. Conduct surveys, dive into forums, or run polls on social media to identify the questions your audience is asking. Then, be the hero who provides the answers.
The beauty of problem-solving content is its immediate applicability, making it read, used, cited and shared. This transforms your brand into an essential resource, a trusted platform. And in a digital world where trust can be as elusive as it is vital, being the problem solver is a role worth pursuing.
And after?
Keep your eyes peeled for the final article in this series on confidence. In it, I’ll share seven actions your brand can take to produce the type of content readers want: content that builds and maintains trust.