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By Joe Pulizzi 
Founder & Chief Content Officer 
Seven Content Strategies to BuildTrust with Today’s Savvy Consumers
Sponsored By:
 
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At the heart o all sales transactions is trust.
The greater the trust, themore likely the sale. Without trust, there is no sale. In today’s busi-ness world, where more and more relationships are being developedand maintained over the Internet—versus in the past when the primaryemphasis was on ace-to-ace contact—the need or establishing trustand building condence with buyers may be stronger and more powerulthan ever. One o the resulting challenges or marketers is to nd waysto quickly establish rapport, and then build upon it. How can you bestdo that? By listening to your customers and prospects and giving theminormation they need—inormation that will build their trust in yourcompany as a solutions provider, and lead to the ultimate goal—sales.For as long as people have done business, customer loyalty to a product,service, or seller has been rooted in trust: trust that one is being sold anecessity; trust in quality; trust in honesty. From goods (“Trust the Gor-ton’s Fisherman”) to services (“You’re in Good Hands with Allstate”) tomedia (CNN: “The Most Trusted News Source”), companies have longrecognized the power o trust in creating a successul business.But i building trust is so essential to any marketing strategy, why are somany marketers at a loss when it comes to nding substantive ways toengender real trust in their customers? Why do they rely so heavily ontraditional marketing methods that talk a lot about trust but do little tonurture it?
Why are so many marketers at a loss when it comes to fnding substantive ways to engender real trust in their customers? 
Seven Content Strategies to Build Trust with Today’s Savvy Consumers
Joe Pulizzi 
2
 
Why are so many marketers at a loss when it comes to fnding substantive ways to engender real trust in their customers? 
Sponsored By:
 
The 2008 Edelman Trust Barometer ound that only 20% o thepeople surveyed trust corporate or product advertising. Instead,or a vast majority o respondents, “a person like me” wasconsidered “the most credible source o inormation abouta company.” In other words, commitment to and trust in abrand is less about slick promotional campaigns and moreabout trusted relationships.Why? Because people are looking or inormation theycan believe. They’ve learned—rom exposure to politi-cians, celebrities, and so-called experts—to be on guardagainst the empty and disingenuous, and, as a result,consumers are naturally skeptical when anythingsmacks o sel-serving promotion.
Consumers are naturally skeptical when anything smacks o sel-serving promotion.
Seven Content Strategies to Build Trust with Today’s Savvy Consumers
Joe Pulizzi 
3
Sponsored By:
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