--- title: Bridging the Trust Gap in B2B Content description: Discover key insights from Informa Tech's 2023 Trust in Marketing Index on how B2B tech marketers can bridge the trust gap and enhance content value. image: https://www.hireawriter.us/hubfs/HAW%20blog%20(4).png --- [Skip to the main content.](https://www.hireawriter.us/business/bridging-the-trust-gap-in-b2b-content#main-content) [![Untitled design (90)](https://www.hireawriter.us/hs-fs/hubfs/Untitled%20design%20(90).png?width=500&height=500&name=Untitled%20design%20(90).png "Untitled design (90)")](http://hireawriter.us) [![Untitled design (90)](https://www.hireawriter.us/hs-fs/hubfs/Untitled%20design%20(90).png?width=500&height=500&name=Untitled%20design%20(90).png "Untitled design (90)")](http://hireawriter.us) - [FOR BUSINESSES](https://www.hireawriter.us/for-businesses) - [SEO COPYWRITING](https://www.hireawriter.us/seo-copywriting) - [SOCIAL MEDIA CONTENT](https://www.hireawriter.us/social-media-services) - [WEBSITE COPYWRITING](https://www.hireawriter.us/website-copywriting) - [LEAD GEN COPYWRITING](https://www.hireawriter.us/lead-generation-copywriting) - [MARKETING STRATEGY](https://www.hireawriter.us/marketing-strategy) - [FOR AGENCIES](https://www.hireawriter.us/agency-partnership) - [WHITE LABELED COPYWRITING](https://www.hireawriter.us/white-labeled-copywriting) - [FRACTIONAL SEO LEADERSHIP](https://www.hireawriter.us/fractional-seo-leadership) - [TECHNICAL SEO](https://www.hireawriter.us/technical-seo) - [TRAINING](https://www.hireawriter.us/training) - [ABOUT HAW](https://www.hireawriter.us/about) - [JOBS](https://www.hireawriter.us/hire-a-writer-jobs) - [LEARN](https://www.hireawriter.us/learn) - [LEARN SEO](https://www.hireawriter.us/seo) - [LEARN BUSINESS CONTENT](https://www.hireawriter.us/business) - [LEARN SOCIAL MEDIA](https://www.hireawriter.us/social) - [LEARN STORYTELLING](https://www.hireawriter.us/storytelling) - [LEARN CREATIVE WRITING](https://www.hireawriter.us/creative) - [LEARN TECHNICAL WRITING](https://www.hireawriter.us/technical-content) - [LEARN FREELANCE WRITING](https://www.hireawriter.us/freelance) - [CONTACT](https://www.hireawriter.us/contact) Search Toggle Menu Search Toggle Menu - [FOR BUSINESSES](https://www.hireawriter.us/for-businesses) - [SEO COPYWRITING](https://www.hireawriter.us/seo-copywriting) - [SOCIAL MEDIA CONTENT](https://www.hireawriter.us/social-media-services) - [WEBSITE COPYWRITING](https://www.hireawriter.us/website-copywriting) - [LEAD GEN COPYWRITING](https://www.hireawriter.us/lead-generation-copywriting) - [MARKETING STRATEGY](https://www.hireawriter.us/marketing-strategy) - [FOR AGENCIES](https://www.hireawriter.us/agency-partnership) - [WHITE LABELED COPYWRITING](https://www.hireawriter.us/white-labeled-copywriting) - [FRACTIONAL SEO LEADERSHIP](https://www.hireawriter.us/fractional-seo-leadership) - [TECHNICAL SEO](https://www.hireawriter.us/technical-seo) - [TRAINING](https://www.hireawriter.us/training) - [ABOUT HAW](https://www.hireawriter.us/about) - [JOBS](https://www.hireawriter.us/hire-a-writer-jobs) - [LEARN](https://www.hireawriter.us/learn) - [LEARN SEO](https://www.hireawriter.us/seo) - [LEARN BUSINESS CONTENT](https://www.hireawriter.us/business) - [LEARN SOCIAL MEDIA](https://www.hireawriter.us/social) - [LEARN STORYTELLING](https://www.hireawriter.us/storytelling) - [LEARN CREATIVE WRITING](https://www.hireawriter.us/creative) - [LEARN TECHNICAL WRITING](https://www.hireawriter.us/technical-content) - [LEARN FREELANCE WRITING](https://www.hireawriter.us/freelance) - [CONTACT](https://www.hireawriter.us/contact) [Facebook](https://www.facebook.com/Hireawriteronline) [Instagram](https://www.instagram.com/joywriteryouell/) [Linkedin](https://www.linkedin.com/company/hireawriter/) [X](https://www.hireawriter.us/business/bridging-the-trust-gap-in-b2b-content#0) [YouTube](https://www.youtube.com/channel/UC8sZOTANgCCjtn29m4J0Z6A) [Medium](https://medium.com/hireawriter) [Tiktok](https://www.tiktok.com/@joyyouell) [Pinterest](https://www.pinterest.com/joyfromhireawriter/) 1 min read # Bridging the Trust Gap in B2B Content [![Picture of Joy Youell](https://www.hireawriter.us/hubfs/Untitled%20design%20-%202023-01-11T142651.001.png) Joy Youell](https://www.hireawriter.us/business/author/joy-youell) : Mar 22, 2024, 2:23:18 PM [Business](https://www.hireawriter.us/business/tag/business) [Content Strategy](https://www.hireawriter.us/business/tag/content-strategy) [Content Marketing](https://www.hireawriter.us/business/tag/content-marketing) ![Bridging the Trust Gap in B2B Content](https://www.hireawriter.us/hubfs/HAW%20blog%20(4).png) Today, B2B marketers' job is not just about producing content; it's about creating content that fills the trust gap, encourages deeper engagement, and increases the likelihood of converting buyers into customers. Insights from Robert Rose, chief strategy advisor at CMI, [unpack the strategies](https://contentmarketinginstitute.com/articles/buyers-trust-content-research/) for achieving this.   ## Informa Tech's 2023 Trust in Marketing Index [Informa Tech](https://marketinginsights.informatech.com/free/w_ingg167/), 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](https://www.hireawriter.us/technical-content/best-practices-for-b2b-marketers-targeting-the-tech-community) 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](https://www.hireawriter.us/business/facilitate-the-buyer-journey), not the brand's.  - [Tweet](https://twitter.com/share) [![Building Trust with B2B Content: the 2023 Trust in Marketing Index](https://www.hireawriter.us/hubfs/b2b%20marketing%202023.png)](https://www.hireawriter.us/business/building-trust-with-b2b-content-2023-trust-in-marketing-index) 1 min read #### [Building Trust with B2B Content: the 2023 Trust in Marketing Index](https://www.hireawriter.us/business/building-trust-with-b2b-content-2023-trust-in-marketing-index) ![Picture of Writing Team](https://www.hireawriter.us/hs-fs/hubfs/HAW%20Logo%20T%20%26%20White%20square-3.png?width=30&name=HAW%20Logo%20T%20%26%20White%20square-3.png) [Writing Team](https://www.hireawriter.us/business/author/writing-team) : Oct 12, 2023, 7:29:19 PM Buyers today are searching for content they can trust. For those in the B2B tech sector, striking the perfect balance between content trustworthiness... [Business](https://www.hireawriter.us/business/tag/business) [Marketing](https://www.hireawriter.us/business/tag/marketing) [Trends](https://www.hireawriter.us/business/tag/trends) [Read More](https://www.hireawriter.us/business/building-trust-with-b2b-content-2023-trust-in-marketing-index) [![The Delicate Balance of Trust in Gated Content](https://www.hireawriter.us/hubfs/trust%20in%20gated%20content.png)](https://www.hireawriter.us/business/the-delicate-balance-of-trust-in-gated-content) 1 min read #### [The Delicate Balance of Trust in Gated Content](https://www.hireawriter.us/business/the-delicate-balance-of-trust-in-gated-content) ![Picture of Writing Team](https://www.hireawriter.us/hs-fs/hubfs/HAW%20Logo%20T%20%26%20White%20square-3.png?width=30&name=HAW%20Logo%20T%20%26%20White%20square-3.png) [Writing Team](https://www.hireawriter.us/business/author/writing-team) : Oct 25, 2023, 4:52:34 PM Navigating the tricky waters of trust is a tightrope every marketer faces. Understanding trust's role is crucial, whether it's the subtleties of a... [Content Strategy](https://www.hireawriter.us/business/tag/content-strategy) [Intellectual property](https://www.hireawriter.us/business/tag/intellectual-property) [Communication](https://www.hireawriter.us/business/tag/communication) [Content Marketing](https://www.hireawriter.us/business/tag/content-marketing) [Read More](https://www.hireawriter.us/business/the-delicate-balance-of-trust-in-gated-content) [![Marketing Content Strategy](https://www.hireawriter.us/hubfs/HAW%20blog%20(46).png)](https://www.hireawriter.us/business/marketing-content-strategy) 1 min read #### [Marketing Content Strategy](https://www.hireawriter.us/business/marketing-content-strategy) ![Picture of Writing Team](https://www.hireawriter.us/hs-fs/hubfs/HAW%20Logo%20T%20%26%20White%20square-3.png?width=30&name=HAW%20Logo%20T%20%26%20White%20square-3.png) [Writing Team](https://www.hireawriter.us/business/author/writing-team) : Jul 6, 2024, 11:49:21 AM Content marketing is an essential strategy to make potential customers aware of your brand. The ‘content’ in content marketing could be a video, blog... 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