Written by: Vickie Sullivan  |  October 13, 2026

What Trust Looks Like Now

Nope, it’s not your imagination. Your content marketing no longer gets the benefit of the doubt. But this PR Daily article has some good ideas to make your pieces pass the smell test.

The authors make a great point: what we used to earn trust here (such as testimonials, visuals, voice) aren’t working anymore. So what does make a difference?   Here are two common criteria that prove that you’re the real deal:

• The messenger – In a world where famous people pitch anything, popularity is losing its luster. Less polished means less rehearsed, more authentic. Who is trusted now: real-world story telling from those who do the work. Focus on the front-line perspective. Ideas: interviewing your favorite clients, conversations with event attendees.
• The location – Again, on-the-ground environments look real in comparison to what could be AI generated environments. And current tech tools make this idea easy to implement. So stop with the fake backgrounds and staged studios. Idea: Get out there with footage of your speaking or attending events.

Skepticism isn’t a bad thing. It’s just a result of too many voices competing in a limited space. This is another disruption that requires you to leave behind what you’ve done before and lean into new approaches.

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Now read this:

How to Create Content That Buyers Actually Trust

Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road

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