Content Marketing World is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.

Schedule Viewer 2022

Use the filters to identify the speakers and sessions that present solutions to your greatest content marketing challenges. Keynotes and breakout sessions are currently available on demand to All Access, Main Conference Plus (with on demand option), Virtual Experience, and On Demand passholders.

Don't Pay the Content Trust Tax! How to share survey data on trends that skeptical B2B buyers will trust

Justin Ethington  (Partner, TrendCandy)

Location: Room 3

Date: Wednesday, September 14

Time: 2:20 pm - 2:50 pm

Pass Type: Main Conference Plus, Main Conference, All-Access Pass, Virtual Pass

Track : Content Management & Optimization

Session Type: Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

Sneaky advertisers have invaded content marketing! Bait-and-switch "content" that promises to help but really just sells has made B2B buyers resistant to all content...even yours.

You pay an invisible Trust Tax each time your content is shrugged off or distrusted. The Trust Tax costs you low engagement, poor click through rates, no media coverage, and no leads.

After all, no one will buy from you until they first buy into you.

You can't change the bad actors making counterfeit content, but you can change your approach to build crucial trust.


Stop sharing opinions no one cares about and start sharing exclusive survey data everyone cares about.

In this 30-minute presentation, Justin Ethington, author of Building B2B Thought Leadership and advisor to brands like SAP, Qualtrics, Intercom, Sprinklr and TD Ameritrade, shows the steps to creating survey data that gets trusted, covered and shared.

You can ignore the laws of content trust, but they won't ignore you.


• Why valid survey data is easier than ever to create
• How to design a "trustable" survey
• How "Start at the End" leads to irresistible insights
• How to find, verify and motivate survey respondents
• How to get your survey data covered by journalists
• How to create high-performance content with survey data