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Relevance contributor: Robb Henshaw

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Robb Henshaw is the VP of Marketing at inPowered, a company that discovers and amplifies trusted content to help brands educate consumers and drive sales. Robb has spent his career managing marketing and corporate communications campaigns for startups, five of which have been acquired by Cisco, Symantec, McAfee, HP and Motorola.

An engagement-based approach to content promotion will help ensure that the traffic you drive is more focused, more engaged and more likely to convert.
Content Promotion vs. Clickbait: Stop Destroying Trust & Traffic
If you create an amazing content piece, but nobody trusts it, does it have any real business impact?
Does Anyone Trust Your Content?
Influence is how someone reacts to one's status, while expertise is how someone reacts to one's knowledge. Which one will actually move the needle for you?
Influence vs. Expertise – What Actually Matters?
If consumers don’t trust the content that you are sharing (like an ad), then it doesn’t really matter how well you distribute or promote that content.
Native Ad Doesn’t Need to Be Deceptive
Once a foundation of trust is established, the usage of branded and user-generated content becomes more effective.
People Trust Experts More Than They Trust You
A recent Nielsen study showed that content from credible journalists was the only type to exhibit a strong lift in all 3 areas of the purchase cycle.
The Importance of Experts in Content Marketing
A recent Nielsen study pursued that question to determine which type of content had the greatest impact on the consumer decision-making process. The study compared the effectiveness of three kinds of content: expert content (credible,…
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