Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
• Consumer (User) Generated - Letting your audiences do your talking with brand-
CONTENT CREDIBILITY
related content that is created by customers and/or brand advocates.
For content to be trusted at the top of the funnel (buyer journey), audiences must perceive it as credible and capable of helping them. According to a research study conducted by Barry and Gironda (2019), 171 leading social media experts found content credibility to significantly impact their social media influence. Today’s consumers and businesses want to be convinced that the content they consume is credible enough to address their needs. Are the presented arguments impartial, free of manipulation, and adequately proved? And does the content attest to the brand’s capabilities and competencies? Finally, do others speak for the brand in an unbiased way? Is there social proof that vets the content? Do users generate their own content in support of the brand? In the following sections, we will explore eight characteristics that enhance the perceived credibility of content:
• Revealing - Addressing questions others are reluctant to provide for fear of showing their cards (e.g., price, competitors, solution shortcomings). • Educational - Revealing your capabilities and competencies through expert-backed instruction. • Demonstrated - Showing visually the problem you intend to resolve often through short-clip illustrations. • Impartial - Offering a balanced range of perspectives to convince audiences of your objectivity. • Backed by Social Proof - Backing up your credibility by what others say about your content (e.g., social proof). • Long-Form - Using long-form content to confirm your credibility and subject matter expertise. • Empirical - Supporting your claims with surveys or other robust research instruments. 171 leading social media experts found content credibility to significantly affect their social media influence.
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C onsumer (User) Generated
B acked by Social Proof
R evealing
E ducational
D emonstrated
L ong-Form
I mpartial
E mpirical
C R E D I
B L E
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