Trust in the quality of content from syndicated B2B publishers is the biggest concern maintains Publish Interactive
Corporate users of syndicated B2B market research reports consider that trust in the publisher’s integrity is a key influencer when making a buying decision, says a new whitepaper from Publish Interactive, a leading publishing tech provider.
Key Drivers to Build Trust in Analysis – How market analysts and competitive intelligence professionals buy, use and apply research in their work says that buyers most often look to publishers of market reports for a second opinion backed with robust proprietary data. Often trust in the publisher’s brand is the most significant differentiator for in choosing which content to buy.
The whitepaper says that fifteen years ago the most important purchasers of syndicated reports were company librarians, who held and disseminated knowledge. Today, corporate libraries are a rarity, and purchasing decisions are often made by staff on a self-serve basis, meaning that publishers now have to convince end-users of the value of their content.
Edwin Bailey, Director of Marketing at Publish Interactive said, “Trust is all important. Both publishers and analysts must build and retain their reputation and ensure that their data and opinion use fact not conjecture to provide reliable actionable insight”. He added: “Interestingly there are parallels between the trust that buyers place in syndicated research and the trust that senior teams place in internal analysts. Our research shows that in-house analysts must have the ear of the senior management and be robust in their views for their work to be impactful”.
“Trust is all important. Both publishers and analysts must build and retain their reputation and ensure that their data and opinion use fact not conjecture to provide reliable actionable insight.”
Director of Marketing & Research
The whitepaper draws on three months of primary research into the challenges that in-house corporate competitive intelligence and market analysis departments face in their work. Edwin Bailey, who conducted the research and is the author of the whitepaper, said, “We are well-placed to understand the challenges syndicated content users face in their work and how these influence their research buying”.
The whitepaper presents the findings from one-to-one interviews and a survey and makes suggestions for research publishers to deliver content in an impactful way. The research shows that 68% of corporate market intelligence departments purchase fewer than 15 reports a year.