Content Strategist’s Dilemma: The Trust Crisis in B2B Marketing
Navigating Trust Deficits in B2B Marketing: A Content Strategist’s Guide
The 2023 Trust in Marketing Index survey suggests clients are deeply unhappy with gated and ungated B2B content. It emphasizes the critical role of content strategists in developing trust in achieving marketing objectives like lead generation and customer retention.
Key Trust Busters Identified to Avoid by Content Strategists
1. Generic Content
Broad, unfocused content fails to engage with specific audiences. It can be easily fixed by accessing SMEs and customer insights.
2. Recycled Content
Repetitive information plagues the internet. The challenge is to create unique content that stands out.
3. Disappointing Gated Content
When customers share their details, they expect that it will be a worthy exchange; they expect exclusive high-quality content.
4. Outdated Information
Fresh and relevant content is crucial, especially in rapidly changing industries.
5. Sales Pitch Disguise
Balancing educational content with promotional material is critical to avoiding trust erosion from over-advertising.
Content Strategists Road to Rebuilding Trust
Creating valuable, relevant, and engaging content is essential for a B2B marketing strategy. To read the full article, please go to the Forbes page.
Augmented Expert on Things Content Marketers Need to Know to Enhance Trust for Their B2B Brand in 2024
2023 became the year of AI
The usage of AI depreciated content quality and value significantly. Overusing AI in business led to content being seen as spam, and it desensitized the audience completely. Content strategies based on business updates, generic industry facts, and pure selling no longer work.
Human-to-Human Marketing and Authenticity
The word authentic became the word of the year in 2023. With the AI trend and mass-produced low-quality content, people have become thirsty for authentic human voice and touch. Humans crave human insight, but Google requires it, too. Google introduced an additional E for Experience to their E-E-T (Expertise, Authoritativeness, and Trustworthiness) ranking guidelines. This means that to get the highest score from Google, content must come from a human, as AI cannot “experience” the real world.
Solution for Content Strategists – Industry Experts
The approach to content must change to ensure your B2B content strategy is effective. Before, businesses used AI technology or generalist writers to deliver content programs.
AI and generalist writers cannot provide the depth required to impress the B2B prospect. Additionally, they are missing the experience element. Domain experts are the only ones who can create content that ranks and engages with your audience.
The challenge here is that most marketing teams are excellent marketers but not subject matter experts (SMEs). The most effective solution to that would be to hire industry SMEs for content purposes.
Content strategists can do just that on Augmented Experts: scale content marketing programs with high-quality, in-depth industry content written by experts from that industry.
The platform works with hundreds of industry experts to ensure you find the right expert in your industry. Augmented Experts’ technology, including advanced AI, handles all the content creation supporting tasks, including research, content outline development, SEO optimization, plagiarism detection, and other time-consuming processes. That way, industry experts focus on adding their experiences, anecdotes, insights, and expertise to the content.
Content marketers benefit because they are finally able to scale up their content marketing programs while not sacrificing quality and doing it for about the same price they were paying using freelance, generalist writers.
Check Augmented Experts to upgrade your B2B content strategy in 2024.
