Most consumers (74%) say they generally trust educational material from a business as long as it seems objective and doesn't explicitly try to sell a product/service, according to a recent report from Kentico.

However, trust is extremely fragile: Even just adding a product pitch to the end of an otherwise objective blog post or newsletter brings the credibility level down significantly, with only 45% of consumers saying they trust such content.

Other factors that make consumers skeptical about content from marketers include referencing things that can't be verified with other sources (46% say this prevents them from trusting information), leaving out/not addressing different perspectives (17%), and presenting information in way that hides it is coming from a company (15%).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji