Doesn’t it look like it’s getting attention?
Every day, there are new strategies to get more attention from your audience and buyers. You have “attention marketing”. This is a term used to describe a business model built around the rapid growth of social media. As “one of the most important currencies of the 21st century”, there is the “attention economy” that enhances the ability to attract attention. And, of course, CMI has been constantly attracting attention to build business cases for content marketing. There is no mistake. Attention as a concept has our attention.
But we need to move our journey forward in order to optimize our business with trust
Attention is gathering. @Robert_Rose stands out by building a relationship of trust with the content. Click to tweet
If attention is gold, trust is Bitcoin
As the saying goes, “trust is the Canada Mobile Number hardest to find and the easiest to lose.” And today, trust is at stake. The annual Edelman Trust Barometer discovered this year:
() Public confidence in all four major institutions: business, government, NGOs and the media has declined significantly. This phenomenon has not been reported since Edelman began tracking trust between this segment in 2012.
But you don’t need research to find out. You can feel it. It’s an era of “fake news,” with ineffective and corrupt institutions, ironic politics, overlapping businesses, and even distrust of each other. Surprisingly, less than half of us think most people can trust us.
We can mourn the loss of trust in our culture, but as a marketer we cannot ignore it. Building trust with consumers is one of the most important things you have to do, if not.
Marketers can lament the loss of confidence in our culture, but don’t ignore it
Our world no longer begins to trust and sometimes becomes disappointed. The 2017 Edelman Trust Barometer concludes:
Currently, two-thirds of the countries surveyed are “infidels” (less than 50% of mainstream business, government, media, and non-governmental organizations trust to do the right thing).
Less than 50% trust businesses, governments, the media, and non-governmental organizations to do the right thing through @EdelmanPR. Click to tweet
that’s right. We consumers are positively distrustful of all institutions and brands. We have succeeded in democratizing distrust of everything we do. But do you want good news?
As a content marketing practitioner, this new era of distrust is our opportunity.
Carefully Selected Related Content: Content Marketer Fact Checks: How to Protect Your Trust in the Fake News Era [Checklist]
Become a reliable source
We explained in detail how the power of content marketing to build your own subscribed audience provides more efficient and effective access to your customers. And mainly, we talk about the benefits of content marketing:
A more efficient way to develop engaged leads
Discovery in a noisy market
Differentiator from competitors
Improving customer value
But what if one of the main benefits of content marketing was to develop a wider “most reliable” status for consumers? What if your brand is not only the most trusted on the topic of competitors, but the most trusted brand is completely shut down?
Historically, we saw reliable media publishers in our space and declared, “Well, there’s no way to compete with that magazine, its nonprofits, its associations, or its government agencies.” did.
But now you can.
Selected Related Content: Identity Issues: How Content Strategists Build Trust and Loyalty
Trust as an indicator
A few years ago, we worked with a B2B financial services agency for investors and advisors. We asked our target audience sample to rank institutions and their competition at both content and brand trust levels. We also asked them to rank a sample of the top media companies in this area.
Our client company was in the middle of the pack when it became trusted by our competitors. Interestingly, however, its trust rankings were higher than, and in some cases, far higher than some media companies whose institutions had significant advertising.
Today, comparing trust in financial services brands to trust in media brands was like comparing apples and oranges. However, we have set new content marketing property goals to achieve our goal of “building brand credibility.” It will be one of the most trusted content brands in Thought Leadership for advisors and investors.
I recently examined the benchmark survey and found some great results. Indeed, the brand has gained general credibility among bot.