Content drives trust

Duncan Stephen
Wednesday 14 January 2015

Your content is a promise to your customers

In another sign of how the web is changing everything, Gerry McGovern notes that Amazon has come top of a Harris reputation ranking in the US.

When was the last time you ever met someone from Amazon? When was the last time you had a phone call with someone from Amazon? Probably never…

“Amazon is predominantly a virtual company where you don’t get to see the people. You don’t see brick and mortar,” states Robert Fronk, executive vice-president of reputation management at Harris. “For them to first of all have the highest reputation, but more importantly to be the company with far and away the highest emotional appeal, is amazing.” (According to Harris, emotional appeal is made up of a combination of trust, admiration and respect.)

We read Amazon. We read its content, we read the content of publishers and retailers who sell through it; we read the content of its customers in the form of product reviews…

So, content is a promise, and a promise given is only as good as a promise kept. But even still, it’s a big thing that online content is helping drive trust, helping make or break reputations.

Not many organizations have truly understood the importance of quality content.

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