How B2B content can build trust and influence audiences
Posted: Sat Dec 28, 2024 4:44 am
Alongside logic and reason, trust is one of the factors that influences our decision-making – whether we are buying a car or choosing who to vote for. Brands (and politicians) seek to earn our trust, then use that trust to influence our decisions.
Trust forms and strengthens relationships. Instinctively, we place our trust in those we see as experts and those we believe have our best interests at heart.
The B2B world is no different. B2B content and thought leadership is all about getting the audience to think differently about your brand and/or act differently. That is not easy. It is founded on a relationship of trust between the content producer and the audience, so building and maintaining trust is an essential part of brand marketing.
How marketers can help to build trust
Thought leadership is a formidable weapon in a company’s trust armoury. When it list of ecuador cell phone numbers is authentic and credible, thought leadership reinforces clients’, customers’ and employees’ positive perceptions of a company. Done right, it shows that a company is credible and has significant expertise, which reinforces the ‘trusted partner’ image. But get it wrong, and it can do significant damage.
“Once you have a trusted brand, it becomes your doorway to information.”
Shiv Khemka, Vice-Chairman, SUN Group
Our latest ebook, Influence and impact, advocates the three elements of trust introduced by Frances Frei and Anne Morriss in Harvard Business Review. They are:
Authenticity
Logic
Empathy
To create influential content, you need a balance between these three elements. Too much B2B content is heavy on logic and light on empathy. As a result, it can feel remote and abstract because it leans too heavily on research and does not build a connection with the audience.
Logic is important because there has to be reasoning behind the change you want your audience to make – but make sure it is balanced with empathy. And not enough campaigns are authentic – they do not let the distinctive brand personality shine through.
Trust forms and strengthens relationships. Instinctively, we place our trust in those we see as experts and those we believe have our best interests at heart.
The B2B world is no different. B2B content and thought leadership is all about getting the audience to think differently about your brand and/or act differently. That is not easy. It is founded on a relationship of trust between the content producer and the audience, so building and maintaining trust is an essential part of brand marketing.
How marketers can help to build trust
Thought leadership is a formidable weapon in a company’s trust armoury. When it list of ecuador cell phone numbers is authentic and credible, thought leadership reinforces clients’, customers’ and employees’ positive perceptions of a company. Done right, it shows that a company is credible and has significant expertise, which reinforces the ‘trusted partner’ image. But get it wrong, and it can do significant damage.
“Once you have a trusted brand, it becomes your doorway to information.”
Shiv Khemka, Vice-Chairman, SUN Group
Our latest ebook, Influence and impact, advocates the three elements of trust introduced by Frances Frei and Anne Morriss in Harvard Business Review. They are:
Authenticity
Logic
Empathy
To create influential content, you need a balance between these three elements. Too much B2B content is heavy on logic and light on empathy. As a result, it can feel remote and abstract because it leans too heavily on research and does not build a connection with the audience.
Logic is important because there has to be reasoning behind the change you want your audience to make – but make sure it is balanced with empathy. And not enough campaigns are authentic – they do not let the distinctive brand personality shine through.