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%).
Take the first step (it's free).
You may also like:
- Five Reasons Your Marketing Messages Aren't Hitting the Spot, and How to Make Sure They Do
- Unleash the Power of Video Marketing for Your Business: Five Ideas for Video Content
- 15 Ways to Tap the Power of Collaborative Content
- Podcasts as a Learning (and Teaching) Medium for Marketing (And More)
- Context Is Everything: Transmedia vs. Integrated Campaigns [Video]