In 2025, trust isn’t handed to you. It’s built.

If you’re a tech founder or executive, you’re likely facing an uphill battle to establish credibility with your audience.

And that’s because the entire tech industry is suffering a crisis of trust.

As AI tools roll out at breakneck speed, regulatory frameworks are struggling to keep up – and so is public understanding.

It’s no wonder people are struggling to trust new tech and the people selling it. But that presents a problem for you. Who’s going to use products or services they can’t trust?

You need to convince your audience that you’re an expert they can rely on. And while being featured in top-tier media still helps, in 2025, relying on earned coverage is no longer enough.

Building credibility today requires taking control of the narrative and creating your own content that addresses your audience's doubts and earns their trust.

This article explores why that’s the case and how tech founders and execs can execute a successful owned content strategy.

The trust dilemma in tech.

It’s currently a mammoth task for tech founders and executives to win trust. People have always been dubious of new tech, but the record pace of recent tech developments has only amplified the problem.

The barriers to entry are also lower than ever before, as low-code tools now let almost anyone launch an AI product in hours.

That’s led to a flurry of new AI tools created by inexperienced founders. And with limited regulation in place to ensure products are ethical and safe, it’s no surprise trust is tanking.

Why does that matter to you? Because mistrust stalls adoption. Users won’t invest in a product or service if they don’t believe their data, privacy, or best interests are in safe hands.

To win them over, you need to convince them you’re a trusted authority. But the way you can achieve that looks different now.

Why the traditional playbook isn’t enough.

Influencing public perceptions used to centre on earned media – pitching to journalists in hopes of coverage that presents you in a good light.

And earned coverage is still extremely valuable. Being featured in the national press or a tech trade gains you third-party recognition and a big stamp of credibility.

However, the media landscape has shifted, and a PR strategy that relies solely on these opportunities is shortsighted.

That’s because, as newsrooms shrink and journalists are laid off, landing coverage is more difficult than before. And landing high-quality coverage, where the gaps aren’t filled in by AI, is even harder.

It’s also because audiences are now turning to social media and owned channels over traditional news outlets to consume their news.

You can no longer rely on editorial gatekeepers to serve you the opportunity to build trust with your audience. You need to take matters into your own hands.

The solution to building trust.

Luckily, there’s another tool for building trust at your disposal. That’s creating content for platforms you control, including your website, social media profiles, newsletter/email list, blog, and podcast.

These channels provide a direct line to your audience and a platform to share your ideas, thoughts, and industry expertise, without relying on a third party to tell the story for you.

Showing up as a real person who knows what you’re talking about sets you apart from a founder who hides behind a faceless brand. People buy from people and, more importantly – they trust them.

Ensure the message lands.

But just posting content isn’t enough. To build trust, your message needs to be authentic and add real value to stand out amongst a sea of generic, AI-generated content.

You’ve seen examples of what not to do: lifeless LinkedIn posts filled with buzzwords, lacking personality, and lacking real-world examples.

Use your human advantage and provide what AI can’t. Lead your newsletter with a real conversation you had with a stakeholder. Detail your product team’s ideation process in your blog post. Invite credible tech experts onto your podcast. Post photos of your office pet using your new product.

And don’t just talk about you. Include your audience, ask them questions, acknowledge their struggles. Show that you understand them, and they’ll begin to trust that you’ve built something they actually need.

Amplify your message.

People need to read a message more than once for it to sink in. They also have short attention spans. So post little and often, starting with a weekly 150-word LinkedIn post and a 500-word monthly blog.

Then adapt length, cadence, and format, as you feel out what works for your audience.

You should also squeeze maximum value out of your content by repurposing it across platforms. A blog post or podcast episode can become a LinkedIn post, a short video, and a newsletter segment – all valuable opportunities to build trust.

The playbook by a pro.

There’s plenty of founders and execs who are already cashing in on the benefits of owned content.

Hiten Shah, co-founder of Crazy Egg, KISSmetrics, and Nira, has built trust and authority in the tech world through his owned content. His regular newsletter, blog posts, and candid LinkedIn updates offer no-fluff advice drawn from years of startup experience.

By sharing lessons learned and hard truths in his own voice, he provides value to his audience and creates a direct connection with them. That’s won him trust (and success!) in each of his ventures.

Final thoughts.

Establishing trust is never an easy task. But showing up as a credible, personable expert through your owned content puts you head and shoulders above most in the industry.

You don’t have to develop the perfect strategy from day one. You just need to start and put the work in to connect with your audience. As they drown in a sea of shiny new tech, throw them a life ring that guides them to you.

There’s no doubt that both the tech and media landscapes will continue to shift in the years to come.

But founders and execs who create valuable and human content now will build a solid foundation of credibility that compounds trust – and success – over time. Regardless of the noise around them.