CONTENT IN CRISIS
20
TIM WALTERS, PH.D.
Tim is a principal strategist and the privacy lead at TCA, as well as a contributing analyst for the Content Marketing Institute and TechGDPR. In his writing, advising, and public speaking, Tim aims to help both enterprises and solution providers come to terms with customer experience management (CXM) – while also respecting the privacy and personal data of consumers.
His publications include “The GDPR Launches a New Era For Customer Experience Management,” “How to Survive and Thrive Under the GDPR: An Essential Guide For Marketers,” “Content Marketing In the Digital Driver’s Seat,” and “Deliver Peak Experiences With Interactive Content.” Prior to DCG, Tim was a Senior Analyst and Advisor at Forrester Research, and director of international marketing and strategy for FatWire Software, Earlier, he was a professor at the University of Rochester and New York University.
Reach Tim directly at: [email protected]
What is this basis? What makes you deserving or worthy of trust? Well . . . . trustworthiness. You cannot create trust any more than you can make someone love you. The only way to increase trust among consumers (the number of people who trust you or the depth of trust they feel) is to demonstrate that you are trustworthy.
This is an interesting twist. In the age of CXM and customer-centricity we’re supposed to be obsessively, exclusively focused on the consumer. But if trust is the fuel for successful CX, then increasing its power means concentrating on ourselves, on what makes us trustworthy – and on communicating that successfully to consumers.
Communicating successfully and consistently . . . that brings us right back to content marketing. And to questions 3 and 4: What characteristics or behaviors do people look for when judging whether you’re trustworthy? And how can you plan and measure progress towards building these – I call them the “pillars” of trust – into your content strategy?
We'll address these in our next issue. Until then, if you're looking for advice on this topic, or just to discuss your own point of view on trust - please do reach out to us.
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