Kentico survey reveals consumer trust levels in content marketing

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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.”

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.