Author

Robb Henshaw

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.

Paid Media

Content Promotion vs. Clickbait: How to Avoid Destroying Trust & Traffic

Robb Henshaw Sep 29, 2014

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.

Earned Media

Does Anyone Trust Your Content?

Robb Henshaw Sep 18, 2014

If you create an amazing content piece, but nobody trusts it, does it have any real business impact?

Earned Media

Influence vs. Expertise – What Actually Matters?

Robb Henshaw Aug 5, 2014

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?

Native Advertising

Native Ads Don’t Need To Be Deceptive

Robb Henshaw Jul 25, 2014

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.

Earned Media

People Trust Experts More Than They Trust You

Robb Henshaw Jul 18, 2014

Once a foundation of trust is established, the usage of branded and user-generated content becomes more effective.

Earned Media

Trust is the New Black: The Importance of Experts in Content Marketing

Robb Henshaw Jul 10, 2014

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.

Content Curation

Why PR Should Own Content Marketing

Robb Henshaw Jun 2, 2014

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,…