Please accept all cookies to ensure proper website functionality. Set my cookie preferences

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%).

Below, additional key findings from the report, which was based on data from a survey of 325 US adults (age 18+).

Corroboration

  • 49% of respondents say they will generally trust what a company says about a particular topic but will also corroborate with other sources.
  • 57% say educational information from a company is more credible when it contains verification from named sources.

Sharing and Discovery

  • 69% of the consumers surveyed say a company's educational information is more credible when discovered through a friend or family member.
  • Asked how often a company's educational content comes up while searching for topics related to a particular problem or need, 27% report it happens often; 57%, sometimes; 11%, hardly ever; and 5%, never.

Demographic Differences

  • Women are 11% more trusting of content marketing than men, and they trust content shared by friends and family members 20% more than men do.
  • 60+ year-olds are 17% more trusting than 18-29-year-olds, but the same 60+ age bracket is 14% less trusting of content passed through friends and family members than the 18-29 age group.

About the research: The report was based on data from an online survey of 325 US adults (age 18+) conducted in May 2014.

Sign up for free to read the full article. Continue reading "Do People Trust Content From Marketers?" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Content Resources

You may like these other MarketingProfs resources related to Content.

Convert Prospects With the Power of Case Studies

A case study can be an effective storytelling tool to use in B2B content marketing. Learn why, as well as how to craft one, in this article.

How to Add Audio Content to Your Marketing Strategy

Audio of all types, from podcasts to voice search, is a powerful form of content marketing. If you're not doing it yet, here's how to get started.

Five Ways to Improve Content Quality Signals on Landing Pages

Quality is a nebulous concept that can be difficult to define. Not for Google: high-quality content for better search rank depends on specific factors that can be optimized. Here's how to do so for five of them.

Eight Lessons Learned From Giving 100+ Webinars

Webinars are more prevalent than ever, and that won't change any time soon. To reduce hiccups and improve the experience for attendees, follow these eight tips.

The World Is Looking for Thought Leaders. Could You Be One of Them?

Standing for something is good for business these days. But how do you go beyond merely sharing company values to crafting real thought leadership? Start with a POV blog post.

Why It Should No Longer Take 13 Pieces of Content to Convert a Buyer

We've all heard that prospects consume at least 13 pieces of content before making a decision. But does that have to be true anymore? This article discusses why that should change.