Report: How content marketing builds trust

A new study from the Content Marketing Institute details how organizations can use their original offerings to bolster consumer confidence. Consider these insights.

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Trust is a scarce commodity for companies and other organizations in 2018.

Modern market forces have resulted in an unprecedented loss of trust for institutions and businesses. News organizations have experienced a rebound, with new journalism seeing an increase in influence—but PR pros are having a harder time than ever securing earned media coverage.

The press release is an outdated tactic, some say. Others contend social media is a poor substitute for trusted news outlets. Influencer marketing isn’t going to replace earned media’s place, either.

The good news is that content marketing might help fill the void.

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