When building a category – especially in a lock-and-key industry like cyber – trust is a non-negotiable.

Jess Cook, Head of Content @ Island, sat down with Mark Huber to talk about how a content playbook of original research + customer stories is helping her team build trust, create a category, and stand out as category leaders.

KEY TAKEAWAYS:
Original Research Fuels Category Leadership
Investing in original research isn't just a smart move-it's how you cement your position as the go-to leader in the Enterprise Browser space. By delivering unique data and insights, you're not only showcasing your expertise but also sparking meaningful conversations and earning your audience's trust.

Tapping into Bigger Industry Conversations
This research isn't just zeroed in on the Enterprise Browser category; it's designed to align with the broader, high-impact topics that drive industry chatter. It's a strategic way to boost visibility, stay relevant, and connect with audiences by tapping into conversations that matter most to them.

Building Trust with Real Customer Stories
Since 74% of buyers are skeptical of vendor-provided evidence, the key is focusing on genuine, relatable customer stories. Think video testimonials and firsthand accounts that really amplify your credibility. This approach isn't just about showing off numbers-it's about letting your customers' voices speak for themselves.

The Power of Repetition in Building Trust
Consistency in messaging is everything. The idea is to find new ways to drive home key points-whether that's through infographics, customer quotes, or other creative formats-without sounding like a broken record. Repetition done right builds trust and keeps your message front and center.