At a recent RSPA Marketing Community meeting, members had an open conversation about credibility, what builds it, what erodes it, and the practical strategies that help brands stand out in a crowded channel. The group shared real examples from their teams, highlighting what’s working right now to earn trust with customers and partners.
Discussion takeaways and insights include:
- Lead with Thought Leadership, Not Sales Pitches
Multiple participants emphasized avoiding sales-heavy messaging and instead publishing educational, industry-forward content to build trust. - Provide Clear, Non-Jargon Communication
Avoid insider acronyms which could alienate some prospects. Make your content easy to understand for newcomers. - Share Timely, Relevant Industry Insights
Companies earn credibility by quickly distributing content that explains industry shifts (e.g., tariffs, SNAP changes) and what they mean for customers. - Use AI to Generate Content — but Customize It
AI is helpful for summarizing or drafting, but always human-edit content to preserve authenticity and avoid SEO penalties. - Maintain a Consistent, High-Quality Publishing Cadence
Credibility comes from reliability — publishing newsletters, blogs, and videos consistently so audiences learn they can depend on you. - Rotate Contributors to Keep Content Flowing
To maintain cadence without burnout, teams use multi-author newsletters (e.g., Esper’s “Blueprint”), which boosts diversity of voices and expertise. - Stay True to Your Brand Persona
For example, some brands avoid humor because it doesn’t align with their voice. Consistency makes the brand feel trustworthy. - Base Content Strategy on Research, Not Guessing
One team builds an annual marketing plan grounded in industry trends and vertical market research so content is forward-looking and credible. - Plan Far Ahead to Protect Quality
Marketers stressed working 1–3 months ahead so content is thoughtful and high quality, not rushed. - Use Subtle Calls To Action (CTAs) After Delivering Value
Let the educational content stand on its own, then gently link back to your solutions rather than pushing a hard sell.
About RSPA Marketing Community
RSPA Communities are a unique opportunity for members to get involved, share their expertise and help to make the association even stronger. The RSPA Marketing Community meets every 6-8 weeks to discuss RSPA marketing efforts, marketing best practices, and share marketing challenges or tips. If you would like to get involved in the Marketing Community, please email RSPA Sr. Marketing Communications Manager Ayana Scriven at AScriven@GoRSPA.org.
