Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
EMPIRICALLY CONTENT
Empirically-backed content involves substantiating your material with research results, allowing audiences to verify the evidence behind your claims. This practice is particularly important in the current era of fake news. The prevalence of amateur journalism and hidden agendas has led to widespread skepticism towards content on social media platforms, including Snapchat, TikTok, YouTube, Twitter, and Facebook. To illustrate this, refer to the Edelman Trust Barometer charts in the Appendix (2025). It shows that trust in social media has consistently remained in the distrust range over the past decade. Moreover, the study reveals that only 39% of people in the U.S. trust media in general.
SUMMARY OF CREDIBLE CONTENT
Content marketing focuses on creating reliable and helpful content for audiences early in their buyer's journey. Today's consumers and businesses demand content that is impartial, visually demonstrated, and reflective of a brand's capabilities.
Supporting your claims with surveys or other robust research instruments.
Letting your audiences do your talking with brand-related content that is created by customers and/or brand advocates.
Consumer (User) Generated
Empirical
Using long-form content to validate your credibility and subject matter expertise.
Addressing questions others are reluctant to provide for fear of showing their cards (e.g., price, competitors, solution shortcomings).
Long-Form
Revealing
Backed by Social Proof
Backing up your credibility by what others say about your content (e.g., social proof).
Revealing your capabilities and competencies through expert-backed instruction.
Educational
Impartial
Demonstrated
Offering a balanced range of perspectives to convince audiences of your objectivity.
Demonstrating visually the problem you intend to resolve often through short-clip illustrations.
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