The 2015 Edelman Trust Barometer is out with good news for communications professionals: self-publishing your company’s news can lead to a stronger (read: more trustworthy) relationship with your customers.
According the recently released study, “A company creating its own content is a more trusted author than a journalist, or even an NGO.”
That’s because family and friends have become more trusted sources for the general public than journalists, and when these individuals speak about a brand they trust…the feeling can rub off on you. If your Aunt just posted an update on Facebook about the great customer service at the local travel agency, you’ll believe her more over the puff piece written in your local newspaper.
Millennials especially are turning to search engines as their primary source of information over television or other traditional media.
We’ve perhaps seen this change coming for a while with the “death of the press release” and continued increase in social media participation. Self-publishing is where its at.
For all of us pining over a call back from that reporter we just pitched, this is welcome news.
Now, how can you take advantage of these findings and enhance your company’s brand, or promote that great story before January is over?
Begin by quickly evaluating your company’s online presence with these questions:
- Is company news easily accessible on our website?
- How frequently do we share information outside of traditional press releases?
- Does our blog have multiple authors, demonstrating depth in our expertise and offerings?
- Are links to our social media presence clearly visible on the homepage?
- Do we share content on social media in a manner that invites conversation?
If the answer is no to any of the above, speak with your colleagues about ways to improve and even check out your competitors’ websites. Some changes are easily instituted, while others will require more time and resources. All are sure to invite more engagement with your intended audiences.
Check out the below infographic, courtesy of Edelman, for more top-level insights from the 2015 Trust Barometer.