For comms pros, Silicon Valley Bank is a reminder that trust is currency
Trust is a currency that can’t be bought or sold but it can be earned, loaned and squandered Why does money have value? It’s not because there’s gold “backing it up.” That ended long ago. And sure, it makes bartering...Read More
Comms Pros on Whether or Not their Organization Trusts the Media
“Depends on the media outlet.” wrote one respondent. “Some [media outlets] are fair; some are not.” More communications pros say their organization trusts the media than do not. Even so, the percentage is a little under half. The rest is...Read More
Business is Not the Panacea for Trust, but Candor Makes Powerful Content [roundup]
Businesses should strive to build trust by being ethical and responsible in deed – and candid, consistent and reliable in content It’s been a long minute since I published a roundup. However, there’s been a flood of worthy ideas and...Read More
“Skepticism” is the “New Normal;” Survey Finds B2B Tech Has Trust Issues
This might sound crazy, but being candid and honest is a surefire way for B2B tech solution providers to differentiate themselves from ~75% of the market Most buyers of B2B technology don’t believe vendors are completely honest. That’s according to...Read More
Trust in Business: 10 Ways to Build the Currency Brands Can’t Live Without
Brands earn customer trust in business by protecting their data, offering a reasonable value, focusing on the quality of their product or service and delivering good customer experiences Trust in business is a currency that brands can’t live without. That’s...Read More
Trust: Business Tops Media and Government in Ethics and Competence, Finds Survey
The annual Edelman Trust Barometer found business is trusted more than government, media and NGOs; this presents an opportunity to build trust through content Businesses are increasingly viewed as more ethical and competent than government, media and non-governmental organizations (NGOs)....Read More
The 3 Characteristics of Effective Thought Leadership in B2B Marketing
A study by Edelman and LinkedIn connects B2B thought leadership to trust and sales; and what it takes to be effective Effective thought leadership content is a staple of B2B marketing. And it should be – because thought leadership builds...Read More
Datelines, Bylines and Credible Citations: 3 Elements of Trust You Should Include in Company Blog Posts
Somebody said something sometime. That’s the approach some companies are taking with their blog posts and content. First, they removed the dateline, then offed the byline and next, the quality of sources and citations declined. Companies have all sorts of...Read More
6 Benchmarks from a Survey of CMOs through the Lenses of B2B Marketing
Another edition of the bi-annual survey of CMOs published by Christine Moorman, a professor at the business school at Duke University, was published at the end of August. I’ve read and written about the survey since about 2013 and have...Read More
3 Studies Demonstrate How Earned Media Drives Behavior and Credibility [UML]
One of the things I always strived to do – both when I was in-house and now in my consulting work – is teach. I want clients, prospects, peers and superiors to understand what I’m doing and why. As a...Read More
