Modern customers are incredibly skeptical. They're not likely to take anything you say at face value. And why should they if you don't include evidence to back it up?

Content accomplishes its goals only when the readers trust your brand, explains Melanie Deziel in this episode of the Marketing Smarts Live Show.

"The first thing that our content needs to be doing is earning trust in some way so that we then have the privilege, we have the right, to then ask for whatever that secondary call to action is."

So... what creates evidence?

A lot of things—videos, tweets, website copy—as long as they're being used in the context of corroboration, demonstration, and education. Experts who can back you up. Behind-the-scenes videos that prove the best-practices you brag about having.

However you can show your audience that you're telling the truth.

And you don't have to ditch your current content strategy, either—just infuse it with the proper elements.

"Sprinkle evidence on the content that we know is working. Think of it like a topping, but a delicious topping that needs to be on everything," says Deziel.

So... Sriracha?

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 20

Guest's social media profiles:

MarketingProfs resources referenced in the show:

"In B2B News" article referenced in the show:

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image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas