Trust, in this modern world of ours, is in flux. Edelman just released the 2013 Trust Barometer, a global study that gauges people’s trust in government, business, media, and NGOs. The worldwide mood? Skepticism.
Unfortunately, distrust is still rampant for government, business and NGOs, with the lowest dip in 2012 and some improvement for 2013. The least trusted segment continues to be financial services—not surprising in the global financial climate.
Trust in media, however, continues to grow across all of its categories. Social media acceptance has grown the most significantly. Trust in other online sources has also increased. So, for those of us who are in the business of online content, that’s a win. And, that’s consistent with our 2012 Content + Credibility Study, where we found digital media (e.g. WebMD) was a highly trusted source for the U.S. and U.K.
All this talk about trust reminded me of another interesting finding from our research. We asked participants about the situations in which trustworthy content matters most. Here’s what we found for Americans, and results were similar for Brits.
Our participants cared most about trustworthy content for situations involving their health and wealth. Can financial services overcome skeptical stares from around the world through more credible content? Now is the perfect time to find out. And, at this point, the financial sector has little more to lose.
Originally published on the now-archived Content Science blog in January 2013.
Does your content work? It's a simple question, but getting a clear answer from content analytics or ROI formulas is often anything but easy. This ebook by Colleen Jones will help you overcome the challenges.
Frustrated by content evaluation? This whitepaper explains an approach and a tool, ContentWRX, to make evaluating content easier.
You know content is important to marketing for your business. You might have piloted content marketing and seen success. Now what? It’s time to get strategic so you can sustain and scale. This whitepaper will help you start.
Content is the substance of any digital product or service, yet it's often neglected. Let content strategy take your products and services from good to great. Download this whitepaper to start.