Give Your Brand Authority a Boost With Content Diversification

The other day, as I was vigorously nodding in agreement with one of my favorite podcasts, I had a revelation. Not only do I find the hosts likable — I kind of feel like they’re my friends — but I also consider them credible. Without ever having met these people in real life and with no insight into their fact-checking process, I trust them.

This is somewhat remarkable when trust in traditional media is at an all-time low — and trust in brands isn’t far behind. I’m pretty skeptical of the things I read online these days. But I ascribe so much authority to these podcasters that I spend hours with them each week, and I often find myself parroting their perspectives to friends and family at dinner parties.

It’s the kind of word-of-mouth advocacy brands often spend years trying to achieve. This podcast managed to do it in just three episodes. Which got me thinking: Why are some content formats seen as more or less trustworthy than others? How does perceived credibility affect engagement? And what does all this mean about content diversification for brands that want to cultivate that rare and elusive dynamic with customers — real, genuine rapport?

The sad state of consumer trust

According to data from Qualtrics XM Institute, just half of consumers have confidence in the companies they do business with. Gallup cites meager levels of trust in social media sites among both younger and older users. The 2024 Edelman Trust Barometer has the ominous tagline, “Innovation in Peril.” And with generative AI now on the scene, the situation is becoming even more complex.

On an optimistic note, trust in podcasts and user-generated content is on the rise. In a “did not have that on my 2024 bingo card” moment, Reddit is actually reporting record levels of trust. Social media stalwart YouTube is currently the platform Americans trust most for social commerce.

While influencers have never been so prolific — in 2024, authors and therapists alike are turning to platforms like TikTok to establish a “personal brand” — they have their own trust issues. For one, they’re often perceived as inauthentic. What’s more, the line between genuine recommendations and paid promotions has become so blurry, it’s often difficult for audiences to discern real reviews. (And when audiences can’t determine which reviews are real versus paid, they might disengage from the conversation entirely.)

Still, some flavors of “influencerism” are on the up and up, like the subscriber models on platforms like Substack, Patreon, and even OnlyFans. Consumers seem to be craving some agency in their content curation, and they’re satisfying it by subscribing to individuals they perceive as having clout or expertise — versus placing trust in old-school institutions or opaque algorithms.

There’s a confluence of factors contributing to these shifts: the rise of parasocial relationships, evolving consumer psychology trends, and skyrocketing distrust of AI-generated content being chief among them. I don’t know what the next six months hold. The one prediction I can make with confidence is that as volatile as the consumer trust landscape is now, it’s going to see more ups and downs as AI becomes further embedded in our everyday lives.

How to build brand authority via content diversification

In the face of all this turbulence, content diversification is an increasingly smart strategy. By leveraging a variety of content formats, brands cast a wider net for establishing credibility and engaging audiences across multiple touchpoints.

Due to ongoing algorithm changes, it’s becoming harder and harder for brands to count on any one platform, like Google or social media’s “walled gardens,” for traffic. Diversifying creates more opportunities to collect first-party data, which I think is going to be critical in the coming months as Google’s AI Overviews officially rolls out and traffic to websites inevitably continues to drop.

Here are a few ways you can diversify content — and begin experimenting with formats outside your current comfort zone.

• Written content. In a world of AI “slop,” brands need to think beyond the basic blog post. Publishing genuine thought leadership in 2024 involves offering unique or useful insights (and that means actually unique or useful), sharing personal experiences, providing real value, or otherwise finding ways to add a human touch. What’s more, thought leadership doesn’t need to come exclusively from your C-Suite — giving employees at different levels a platform to share their insights is a unique opportunity to drive genuine, human-to-human engagement with audiences (and make your team members feel like their voices are valuable to boot).
• Video content. If you haven’t broken into this space due to sticker shock or resource constraints, consider starting small. Dabble with behind-the-scenes footage or live Q&A sessions that help humanize your brand or give it an air of transparency or authority. You can use AI tools to break up webinars or longer video content into shorter, snappier, and more social-friendly snippets. Optimized video content can also help increase findability through voice search, an increasingly important facet of SEO.
• Audio content/podcasts. If you’re just getting your feet wet, you can start out with low-commitment options — like participating as a guest on an established show, and embedding that audio in your blog or social media content.
• Interactive or experiential content. Explore options like quizzes, polls, or interactive experiences to boost engagement with users or customers. Consider experimenting with interactive storytelling and allow users to choose their own path.
• Email. We’ve come full circle, folks. Email, which just a few years ago looked like a relic of a bygone era, is making a resurgence — especially as SEO sees its biggest shake-up in decades.

Contently specializes in helping brands create high-quality, diverse content across both written and multimedia formats. If you’re unsure how to get started with content diversification, don’t be shy — reach out to our team for guidance.

From omnichannel to trust-centric: content diversification in 2024

Building trust, credibility, and brand authority isn’t a zero-sum game. Investing in one format isn’t going to diminish the impact you’ve achieved with another, as long as you’ve got the bandwidth to keep a consistent publishing cadence — and an appetite for quality control.

When it comes to building credibility, it’s also critical to stay nimble and keep a constant finger on consumers’ pulse. What worked five years ago won’t be as effective today, and the same will be true two years from now. (Heck, what works in July may be outdated by September at the current pace of progress.) Ask yourself: How are audiences interacting with new content formats you try? Which ones do they seem to like? What feedback are they leaving, and how are they communicating it? The key to long-term success lies in remaining adaptable to emerging trends and platforms — and not being scared to try new things.

By creating a healthy content mix, you up the odds that your brand’s message will land on receptive — even eager — ears. It might even come up at a dinner party or two.

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