Brand content is trusted more when created by professional journalists

This is the fifth installment in a series exploring attitudes to brand-funded content, brand journalism and brand publishing, based on a survey of 1,007 digital content consumers conducted by Toolkits and National Research Group. 43% of consumers trust brand content more when it’s created by professional journalists, and 42% trust it more when it clearly discloses who it’s funded and created by.  Other factors that drive trust include consumers’ existing relationships with brands (54%) and the presence of data & statistics (51%). Recipes are the most trusted type of brand content, with 86% of consumers saying they trust them either a lot or a little. The next most trusted types of content include how-to content (83%) and interviews wit