Written by: Vickie Sullivan | January 21, 2021
Growing Opportunity for Trustworthy Thought Leaders
One way to leverage your influence is to partner with bigger brands. Skyword published an article recently, 4 Forces Transforming Content Creation, that lays out the business case for thought leaders working with companies on the marketing front.
The trends and bad habits sections in the article are worth reading. One trend – that trust is the driving demand – made my Spidey senses light up. A recent Edelman survey found:
“When it comes to trustworthy brand spokespeople, consumers are most likely to believe the word of industry experts (60 percent), people like them (59 percent), and brand technical experts (49 percent).”
The bad news for PR firms: 40% of respondents say brand CEOs are the least likely to be believed.
What that data means for us: We have an inside edge, and we can use that to be a go-to resource. We can create longer-term relationships with a wide of variety opportunities. The big question: Can you be a trustworthy resource in their marketplace? Credibility is just the first step. Trustworthiness is defined by visibility, voice, and role.
Listen: How to Boost Your Trust Factor
Companies can earn trust by having trustworthy people share their message. I see cool partnerships here for thought leaders with the right brand. In this environment, the role we play is more important than the format of what we do.
Now Read This:
- Influence Marketing: Good News for Thought Leaders
- Outsmart Your Competition. Attract More Opportunities