Written by: Vickie Sullivan  |  May 13, 2025

2 Must-Know Truths About Building Trust in Content Marketing

Plenty of studies confirm what we see on social media every day: trust is in short supply. The benefit of the doubt? Gone. For marketers, building trust in content marketing is more critical—and more challenging—than ever.

The Drum’s report on a recent panel discussion at the Edelman Trust Barometer launch digs into the who, what, and how of trust today. Looking beyond the frightening statistics—40% endorse hostile activism and 20% support violence to address social issues—the conversations revealed two key insights that impact how we go about building trust in content marketing:

• Our content is put through a filter. Many of us believe that if we just put out good content, trust will follow. Not anymore. According to the article, younger audiences now consume content in a new order: headline first, then the comments—and maybe the content itself. That means headlines and online conversations aren’t just supporting pieces. They are the front door. If we don’t optimize both, we’ll lose trust before we even get a chance.

• Our brand voice matters more than our content. In this climate, trust is peer-driven. If folks like you (or their friends like you), they will believe you. They will give you grace if you make a mistake. That means your tone, values, and public behavior matter more than ever. Brand voice is a bigger priority now. Our trust is based on who we influence.

Buyers know two things: 1) some people will say anything to advance their agenda and 2) a lot of content has become performative. Building trust in content marketing means showing we’re the antidote to these annoyances. If we want to build trust, we must become the honest broker.

Now Read This:

• Reddit: The Secret Weapon for Building Trust in B2B Marketing
• Outsmart Your Competition. Attract More Opportunities

This site uses Akismet to reduce spam. Learn how your comment data is processed.