How Guardian Labs Builds Trust

While content marketing has been around for a while, most brands still have a long way to go to perfect it, says Susie Bayes, brand partnerships director at Guardian Labs.

Susie Bayes, brand partnerships director at Guardian Labs, is passionate about truth and advertising. She believes authentic brand storytelling has the ability to build brand trust and create significant change.

At Guardian Labs, The Guardian’s native content hub, Bayes creates content and event partnerships with global brands to help spread their messages authentically, “bringing through what people love about The Guardian in the first place,” she said in this edition of The CMO Show podcast.

While content marketing has been around for a while, most brands still have a long way to go to perfect it, Bayes added. Of prime importance: Brands need to find the right balance between promoting themselves and the stories consumers actually want to see.

“If you start from the very beginning being all advertorial, and many publications started off doing that, you burn out pretty quickly,” she said. “You can burn through trust awfully quickly.”

Tune in as Bayes elaborates on how storytelling can build brand trust and the challenge of remaining authentic while delivering your brand’s message.