How marketers can help to build trust

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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.

“We know that brands have power. If they’re using that power sensibly and intelligently, why wouldn’t I want to hear from them?”
Melanie Richards, Deputy Chair, KPMG

How to get it right
Apply logic
If your audience has no confidence or faith in your ideas, why would they trust you? Logic helps list of guatemala cell phone numbers with credibility. Primary survey research, desk research and interviews with people outside your organisation, such as business leaders and academics, gives B2B content the gravitas of third-party testimony and allows your company to align itself with trusted partners and advisors.
Be authentic
This is the one that many of us struggle with, because thought leadership can sometimes, if we are honest, favour hyperbole over authenticity. There is often a gap between aspiration and pragmatic reality in thought leadership, as companies often talk the talk, but fail to walk the walk. Be authentic and down to earth, and ask yourself: will your audience see your company and your brand in your content?
Show empathy
Think about how you can form an emotional connection with your audience. In the B2B context, this means focusing on factors such as reassurance, optimism, confidence, vision of the future and understanding of your buyer’s business problems.