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The 3A's of Content Marketing: Authority, Authenticity, and Actionable Information
Trust is key for B2B marketing. Without trust, there's no sale. 92% of marketers surveyed reported that most or all of their content was being seen as authentic by consumers. Yet when consumers were surveyed, they said they viewed less than half of brands as authentic. How important is this? 90% of consumers said authenticity is a key factor in deciding which brands to support.