4 Proven Strategies for Building Brand Trust in 2023

23 September 2022
4 Proven Strategies for Building Brand Trust in 2023

Want to reach the audiences that matter to you? Brand trust is key. Establishing that trust sets out how – and when – audiences think about your brand. What value can your brand offer them? And how can you show that value? Here, we share some thoughts and trends that we believe will enhance brand trust in 2023.

Creating a Community Voice

Consumers are increasingly turning to audio for entertainment, news, and industry insights. Podcasts are popular as audiences seek an easy, quick way to get the information they need.

This has opened up unique opportunities for marketers to position themselves as thought leaders, while connecting with audiences in a way that suits their fast-paced lifestyles. Podcasts offer a great way to create a community of experts and share discoveries, opinions, and innovations, all while enhancing trust in what you say.

In fact, by 2023, podcast ad revenue is forecasted to reach $2.2 billion according to IAB. And what’s more, 40% of consumers tend to believe that podcast ads are less intrusive compared to other ads. When creating these, keep them brief. For example, our corporate solutions podcast ads tend to be around 10 minutes. These podcasts allow researchers, medical agencies, and industry marketers podcasts to communicate messages, studies, and research to key targeted audiences in ways they enjoy and at times they can listen.

Virtual Events

The virtual events market is expected to grow by $7.41 billion from 2020 to 2025. This is no surprise as we saw a huge shift for this need during the pandemic. In a survey conducted in 2021, we found that researchers preferred webinars as their top 3 formats of content to consume information and insights.

Preferred Formats for Content Chart

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The benefits of webinars are clear; they allow audiences to save time, reduce the expense of attending in person, and are accessible from anywhere in the world. And it’s that accessibility that enhances brand trust.

For marketers, virtual events create the opportunity to engage with audiences that they might not be able to reach with in-person events. Features such as surveys and polls, live Q&As, demos, downloadable content, and more allow marketers to connect with their target audience in new and valuable ways. And having an on-demand version of the live event allows the content to be used again and again, while making it searchable for new consumers to view. In 2023 the virtual events space will remain strong. Add these events to your marketing mix and tap into a larger target audience to add new engaged leads.

Thought Leadership

Thought leadership is a crucial element when building brand loyalty with your audience. By using engaging community platforms like podcasts, social media, and webinars, you’re both increasing your brand’s visibility and communicating with your audience in a more authentic way.

These tactics can positively position your brand and provide a pipeline for high-intent, inbound leads. David Meerman Scott, author of The New Rules of Marketing and PR, explains how thought leadership is changing the landscape of marketing: “It’s no longer about this idea of buying attention by paying money to be on other people’s platforms. But instead, it was all about how to publish interesting content.”

By sharing your expertise with your audience, you’ll build a stronger connection and instill trust in your brand.

Ungated Content

When you unlock the gates on your digital content, the likelihood of users seeing and staying on your platform exponentially increases. According to Meerman Scott, content on average has a 50x higher rate of download when it’s form-free.

For example, open access articles on Wiley Online Library see higher levels of readership and citations than those behind a paywall. By making articles freely available to read and download anywhere, authors can extend the reach and impact of their work.

And the same goes for marketers. For your brand, think about what matters to your audience. What are their pain points? What do they need or want from you? Use these points as a guide for providing useful tools, videos, and blog content, and make it easily – and freely – available for them to use and share.

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