Original research, quotes from customers and comments from industry experts are the top three elements in content that help build B2B brand trust, according to a new survey.
The report from Vennli, which surveyed 100 senior-level B2B marketers on the role content strategy plays in building brand trust, found that respondents felt that while third-party data from respected research firms such as Forrester or Gartner might have name recognition, it doesn’t do as much to create trust. This is likely because so many companies have access to the same material, so it doesn’t carry the same weight as original research.
