Building Trust with B2B Content: the 2023 Trust in Marketing Index

Buyers today are searching for content they can trust. For those in the B2B tech sector, striking the perfect balance between content trustworthiness and value is crucial. Yet, according to recent findings by Informa Tech, many are struggling to achieve this balance.

Research on B2B Trust

Informa Tech, renowned for its global market insights and also a sibling brand of the Content Marketing Institute, unveiled its 2023 Trust in Marketing Index. This research delves deep into the perspectives of marketers in the US and the UK, gauging the trust that B2B tech buyers have in the content offered by vendors.

Where B2B Marketers Shine and Falter

B2B marketers are seeing mixed results when it comes to earning decision-makers' trust. A significant three out of five B2B professionals admit to generally trusting the content they receive. However, a surprising 71% voiced their frequent or occasional disappointment with the value of gated B2B content.

Interestingly, a solid 64% of respondents commend the timely delivery of content, with another 62% appreciating the content targeting. Yet, this also points out that close to 40% of professionals feel the content doesn’t hit the mark in terms of its timing or target audience.

The essence of content trustworthiness, as highlighted by the report, revolves around three pillars:

• Emanating from a reliable source.
• Presenting a depth of detail.
• Being endorsed by trustworthy figures.

On the other end of the spectrum, what erodes trust is content that feels outdated, repetitive, excessively sales-oriented, or one that's immediately followed by a sales pitch after form submission.

A Closer Look at Content Gating Strategies

In the world of content gating, findings suggest that a mere 41% of senior tech decision-makers willingly share their data for gated content on a monthly basis. Robert Rose of CMI puts it succinctly: while B2B marketers craft quality content, there's a need for introspection around gating strategies. Deciding which content to gate and how to leverage the data provided by readers can make a difference between a casual reader and a potential lead.

One glaring mistake that B2B marketers often commit? Placing high-value thought leadership content behind gates. Such impactful content usually enters the scene at the inception of a buyer's journey. Readers are still contemplating change at this phase, making it counterproductive for brands to ask for their commitment or data upfront.

Crafting a Customer-Centric Content Strategy

Drawing from the 2023 Trust in Marketing findings, it's evident that B2B content should serve as a lens to understand a buyer's intent and their stage in the purchasing journey.

By tapping into this knowledge, brands can steadily build trust, curate valuable experiences, and guide customers organically, respecting their pace and decisions. Remember, the narrative is driven by the customer's journey, not the brand's narrative.

For more comprehensive insights on content strategies, explore our agency partnership offerings.