In a court of law, we’re required to provide evidence for our claims, but in business, we don’t always share adequate proof that validates the claims we make. Content can be the perfect antidote to the “because I said so” claim-making that rarely creates the customer trust we want to achieve. This session will share how to corroborate your claims, demonstrate your value and educate your audience on all of the differentiators that are most important to your business and brand.

You will learn:

- Why trust is a KPI we should be focusing on more

- How content can help you build audience trust

- The five types of claims that need the most evidence

- What three types of content works best as evidence