In my last article, I dug into Informa Tech’s 2023 Trust in Marketing Index survey. It was a sobering look at five content pitfalls that B2B technology decision-makers said bust trust:
Generic content that speaks to everyone—and no one. Same-old, same-old, repetitive content, just like everyone else is producing. Gated content, especially when the value exchange between brand and reader is unequal. Content with stale data and outdated information. Content that promises insight but is a sales pitch.
But get this: Each of those challenges also represents an opportunity. It’s not a total washout. Even though reader trust is as fragile as an