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Justin Ethington (Partner, TrendCandy)
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