establish trust with relevant online content This is the third of five thoughts on the subject of ‘trust’. Trust is essential to effective branding and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with businesses they do not […]

establish trust with relevant online content This is the third of five thoughts on the subject of ‘trust’. Trust is essential to effective branding and central to the long-term success of any business. Consumers are reluctant to buy a brand they don’t trust, and conduct as little business as possible with businesses they do not trust. I cannot imagine following a brand or business online. The fact is, however, many consumers do. Research in the United States has found that at least 50% of consumers follow a brand online. The level of trust in that brand or business is driven by online content. That said, in another survey it was found that 50% of consumers view most brand-related content as being irrelevant to them. Content that is irrelevant has little, if any, impact on the extent to which consumers will trust a brand or business. Another consumer survey found that…