7 Rules for Creating Trustworthy Content

Wednesday 27th, April 2016

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If you’re looking to create content with a specific purpose – you’re not alone.

Businesses trying their hands at content marketing need to realize that when you create content, you should always aim to educate, entertain, inspire and possibly influence your audience into business prospects.

The entertainment part can be fun for both you and the viewer; the inspirational part can be gratifying. But the educational part? This the most demanding part of content creation. It takes work – a lot of work!

No one is looking for accurate or relevant content anymore – it’s everywhere. People need better content – something useful for a particular situation, something that is valuable and trustworthy.

That’s the catch.

How do you gain the trust?

How do you make your readers believe that whatever you write is authentic and legit?

Let’s discuss.

1. Do Your Research

No one can know everything about a particular subject/topic – not even the experts. And the good thing is it’s not expected either. So if you do not possess the knowledge to present a piece of information accurately and completely, you got to do your research – using the sources that are trustworthy.

For instance, if you happen to be writing a piece on ‘quantum mechanics’ and have a very basic understanding of the concepts, you need to do a complete research on the domain and the scope of topic that you’re about to write.

Do not try to ‘bluff’ your way around an article – your audience will see right through it and would probably never return to read your other works. Therefore do the due diligence, become an expert and then present a solid understanding of the concepts to your readers.

2. Avoid Self-Promotion

When you create content catering to your audience, you’re essentially serving them.

Never promote your product or service while writing blogs – your only purpose should be to provide value to your readers and gain their trust.

When your audience is convinced that you’re legit and trustworthy, they’ll automatically convert into paying customers who’ll be loyal to you.

3. Back Your Sources

When in school, we used to cite the source of information in our research papers. Same applies here – except that it is links here. You link back to the source from where you’ve lifted a particular information.

Your credibility increases when you point to recognized experts specifically. Only then you become a trusted source of information.

4. Honor Your Audience’s Intelligence

You are writing and people are reading your blogs because you know more than they do.

It implies that you need to write at their level and not to make you look smart. Usage of jargon, industry terms, etc. is a strict no-no!

Your job is to present complicated content into easy-to-understand sentences and you need to develop the skills required to achieve this. Pretend you’re writing for a 13 year old – your readers will be glad and will thank you for your efforts.

5. Provide Value For Free

Every marketer wants to get a good return on investment. As far as content marketing is concerned, things become little tricky. Your email list grows due to the constant push for quality content.

But if you consistently expect something in return, your readers will believe that you are not concerned about their problems and interested only in sales and profits. This is a precarious situation to be in. This strategy never works in today’s consumer driven climate.

6. Provide Context

As discussed before, provide appropriate context to the circumstances around an event or reference for a topic whenever and wherever discussed.

You need to paint a complete picture by linking appropriate articles and sources in your content.

7. Keep Your Headlines Honest

This headline promises 7 rules for creating content that will be trustworthy – and that is what you get. However, many people indulge in manipulating the title in an effort to get more click-through rates, which is an exaggeration of the content. This will lead to losing the trust of the people and your website traffic will plummet drastically.


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