Authenticity: it’s treasured, but in short supply.
TopRank Marketing CEO Lee Odden had it right when he wrote recently that trust in marketing is at risk. The statistics speak for themselves: Edelman’s 2018 Trust Barometer reflects a general lack of credibility for businesses, and one poll from HubSpot found “marketer” to be among the least trustworthy professions.
The commonality among occupations ranking at the bottom of that HubSpot list (marketer, car salesman, politician, lobbyist) is that they all have perceived agendas and motives.
This is where the unique value in adding user-generated content (UGC) to your content marketing strategy lies.
Not convinced? Let’s explore.