Digital Marketing: Is Content Marketing Losing its ‘Trust Factor’?


People are gullible at the best of times and the Internet knows this! We are drawn to clickbait style headlines and shocking video thumbnails like a moth to a flame (metaphorically speaking). Digital marketing takes place in all shapes and forms, with some methods being far more ethical than others. The question is… are those using unethical tactics in their digital marketing strategies destroying the element of trust for others, who actually do have their customers’ best interests at heart?

Professional digital marketing companies are well aware that unethical practises have no sustainability for either themselves or their clients. However, digital marketing agencies are not the only ones marketing goods and services on the Internet. There are many others who are either unaware, or simply have no respect for honourable, dignified marketing strategies.

You may be innocently scrolling through your Facebook timeline, when all of a sudden, your excitement races at the prospect of seeing video of a python devouring a giraffe! So you click on the video, only to discover something else entirely. You end up subscribing to a number websites and purchasing random products, only to then remember that you were, in fact, looking for a video of a python… Sound familiar?

So, why do unethical marketing methods like this still exist? Well, it’s simple… because people still get suckered into falling for them! They work for the intended objectives of unethical companies who want gullible people to subscribe to or buy their products and services!

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How to distinguish between honest marketing and deceptive marketing

The easiest way to be sure that what you are reading is not deceptive marketing, is actually to not be aware that it is marketing at all!

Any experienced digital marketing management realises from analysing data, that people do not build an affinity or trust for any brand through content that pushes sales or sign-ups.

Content marketing is not about generating leads, or sales, or pushing your products onto an unsuspecting target audience. It’s simply about communicating informative, useful and relevant solutions to the problems that your defined target audience may be experiencing when engaging with components in your industry.

So how do digital marketing agencies win back the doubters?

Gaining the trust of a suspicious online audience is not easy, but there are certain guidelines that are proven to build trust and confidence over time.

1 Don’t go for the hard sell

If people want to use the internet to buy something, they’ll usually do so by looking for a product on a search engine like Google, or they’ll visit the e-commerce website directly. Most people are completely put off at content that tries to sell them anything, particularly on social media and blogs.

2 Produce fresh content

While many agencies understand the concept of providing useful information, what they often fail to do is offer unique information. By simply producing the same generic content, any information provided will, in all likelihood, just get lost in the abys of the Internet.

3 Be able to back-up your information

Much of the content found on the Internet, whether it be conspiracy, science, religion, or business, is largely based on opinion. So in order to demonstrate that your opinion is reputable and reliable, it is encouraged that you mention the source of any facts stated, or verify the statement using anchor text (hyperlinks) to the original website.

Given the choice, anybody would rather purchase goods and services from a business they trust over one they deem unethical, which is why honest content marketing is a vital component in any digital marketing strategy.

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