Most Content Doesn'T Build Credibility: Let's Fix That
Forrester, Tuesday, April 7th, 2026
Most marketing teams produce plenty of content. Few produce content that buyers trust.
There's always been a gap between what buyers need and what content delivers. Buyers want clarity, evidence, and expertise to make decisions. Unfortunately, much of what they get is product-centric, self-referential, and light on proof.
That gap is becoming more consequential. As buyers use AI to research, compare, and validate providers, they no longer evaluate content in isolation. They see synthesized answers shaped by multiple sources, including social media, content shared at conferences and events, industry or business publications, review sites, and provider websites. In this environment, AI exposes weak claims and filters out generic messaging.