Bridging the Trust Gap in B2B Content

Informa Tech's 2023 Trust in Marketing Index

Informa Tech, a leading provider of market insights and part of the same corporate family as the Content Marketing Institute, has released its 2023 Trust in Marketing Index. This comprehensive report delves into the trust levels that B2B tech buyers in the United States and the United Kingdom have towards the content and marketing efforts of vendors in the tech industry.

The Mixed Reality of Content Trust and Value

The findings of the report paint a picture of mixed success among B2B marketers in building trust through their content. While three out of five decision-makers generally trust the content they receive, a staggering 71% report feeling often or sometimes disappointed by the value of gated B2B content. This discrepancy highlights the critical need for marketers to reassess the content they gate and the value it provides to their audience.

The Dynamics of Trustworthy Content

Trust in content, as the report suggests, is cultivated when it originates from reputable sources, contains a high level of detail, and is shared by individuals deemed trustworthy. Conversely, content that appears outdated, repetitive, or overly sales-focused right from the start is likely to erode trust and deter potential customers.

The Pitfalls of Gating Thought Leadership Content

The strategy of gating thought leadership content, in particular, comes under scrutiny in the report. It notes that less than half (41%) of senior technology decision-makers engage with gated content on a monthly basis. Robert Rose criticizes this approach, pointing out that such visionary content often serves as the initial touchpoint in the buyer's journey. Encumbering this early stage with gated content may prematurely pressure the audience into decisions they are not ready to make, thereby hampering the trust-building process.

Aligning Content Strategy with Customer Journey

The key takeaway from the 2023 Trust in Marketing Index is that B2B marketers must utilize their content to gain better insights into the intentions and stages of their audience's journey. Understanding these aspects allows marketers to build trust gradually and deliver valuable experiences that align with the customer's pace, ultimately ensuring that the strategy respects the notion that it is the customer's journey, not the brand's.