As a trained journalist, the idea
of fake news infuriates me. That’s why I teach a full 3-day unit on the topic in my high school Writing Workshop each year. I give students calculated steps and tricks to determine if an article is fake, or real — something we never had to think
about at their age. Despite this sad state of affairs, there’s a silver lining for your business — and it’s an awesome marketing lesson. According to the Edelman Trust Barometer 2021 report, 61% of the world trusts businesses, over nongovernmental organizations (57%), their country's government (53%) and the news media (51%). This begs the question: If the general public is ready to trust your business, how can you earn it? The answer is: by building a customer-focused content marketing program. Use thought leadership to show customers what your
business stands for and, more important, why trusting you can help them alleviate their worries and organizational challenges. Check out my latest article for the MarketingProfs blog: 6 Tips to earning brand trust in 2021. Then, respond to this email and let me know how your business already does these. I’ll share them in a future newsletter!
