MarketingProfs has published a new episode of the Marketing Smarts podcast ‘Why B2B Marketers Need to ‘Prove It’ With a Trust-Building Content Strategy’ featuring Melanie Deziel.

George B. Thomas says, “You can’t make a scientific claim without testing and proving your hypothesis. You can’t write a research paper without using and listing sources. So why should marketers expect blind acceptance that the claims they make in marketing content are true?

They shouldn’t, says Melanie Deziel, author of Prove It: Exactly How Modern Marketers Earn Trust, and the featured guest on Marketing Smarts episode 541. Especially because people are more skeptical of marketing than ever.

“It has never been more difficult to win the trust of consumers. Hands down,” she says in the episode. “If we look at the historical data of how consumer skepticism has risen, of likelihood of trusting businesses, trust is down, skepticism is way up. I know it sounds bleak, but these folks don’t believe anything we say.”

Then how? How do marketers prove their statements?

Melanie points out three major ways.”

Why B2B Marketers Need to ‘Prove It’ With a Trust-Building Content Strategy

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