Magazine article Marketing

Frontline

Magazine article Marketing

Frontline

Article excerpt

Authenticity and trust are at the heart of successful content marketing, writes Anna Watkins.

What's the key to content marketing? In my opinion there's one core element that is often overlooked: trust. Trust is what drives people to listen to advice, share recommendations and rely on and return to a brand.

This is all the more important as the traditional marketing model has been flipped on its head with the explosion of digital publishers, platforms and services and subsequent new consumer behaviours and marketing opportunities. From the rise of the sharing economy with the likes of Airbnb, the proliferation of price-comparison sites, the surge of mobile over desktop and an increasingly tech-savvy consumer who no longer takes our advertising messages at face value, brand trust is vital in this disrupted world. As Marc Benioff, chief executive of cloud computing company Salesforce, once said: 'The social revolution really is a trust revolution.'

One of the greatest challenges of the 21st century is understanding the balance of your financial value against the value you bring to your customers and wider society. Only then can you really understand the role of your brand within the new digital space, where control has been lost and authenticity and trust matter. And it is trust that is the biggest driver of brand advocacy, as evidenced by research findings from Envero this year.

According to an October 2012 Harris Interactive poll, 57% of consumers who had viewed a native advertisement on a key social network said they found it misleading. …

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