News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Kentico survey reveals consumer trust levels in content marketing
A survey by web content and customer experience management provider Kentico Software has found that, while many consumers trust content produced by companies aimed at educating them, that trust is fragile.
Three-quarters (74%) of consumers trust content from businesses that is designed to educate them on a particular topic. However, if that content turns into a product pitch those trust levels tumble by 29% as consumers begin to wonder if they've been told the truth or if the business is spinning its content to suit their means.
Consumers prefer balanced content that can be corroborated with other sources that aren't connected or produced by the company presenting the content. In fact, almost half (46%) will have less trust if information provided can't be corroborated with other non-company courses or if it isn't clear that it's coming from a particular company (15%).
Even consumers loyal to a brand are distrustful - 85% of those surveyed said they aren't any more trusting of content just because they already buy from the company that posted the content. Neither is a company's size indicative of whether a consumer will trust it (60%), although 29% did believe content from smaller businesses is more trustworthy.
"Our latest Digital Experience survey goes to show what professional marketers hopefully already know," said Kentico CEO and Founder Petr Palas. "While customers will for the most part give a company's content marketing the benefit of the doubt, businesses must take care in not breaking that trust with information that can't be corroborated or strays from the truth altogether. In this way, content marketing and transparent marketing must go together at all times."
Image via Shutterstock
- 'Commuter Commerce' worth £9.3 billion each year
- Research uncovers ways in which Millennials 'game' e-commerce
- Study finds that 'data for discounts' consumer behavior is a fallacy
- Ad Roundup: Solutions for ads, optimization, mobile work
- Top 3 don't's for telecom customer service
- Kahuna: Brands must engage for apps to work
- Research highlights effectiveness of in-app messaging
- Facebook tests 10-second video views and monetization
Featured White Papers
- The Big Impact of Big Data on Affiliate Marketing
If you are relying on affiliate networks you have no access to vital data to manage affiliate processes such as...
- 8th Annual Online Retail Holiday Readiness Report
Download the Online Retail Holiday Readiness Report for 2015 to find out about the latest trends, industry benchmarks and best...