10 rules for creating content people can trust · 2016-02-16 · does your content build trust with...
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Does your content build trust with your audience?
Use these 10 rules to help ensure your audience views you as a trustworthy resource.
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Interview experts and seek outside sources to communicate a complete, comprehensive story.1 Include
other voices
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An assumption is an idea you accept as a fact without proof.2 Question
your assumptions
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Any time you wander into absolutes (always, never, all, etc.), question the accuracy of your statement.2 Question
your assumptions
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Provide the results of experiments, observations, research, and tests.3 Support
your claims
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Never go scavenging through your analytics or database looking for patterns. That's called “data pillaging.”4 Approach
data with a theory
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Instead, drum up a hypothesis, and then discover if your theory is true through existing research or your own. 4 Approach
data with a theory
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You see the “curse of knowledge” when a content marketer accidently assumes his audience knows as much as he does, which leads to confusion.
5 Avoid the “curse of knowledge”
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Use clear language, tell simple stories, and assume nothing about your audience.5 Avoid the
“curse of knowledge”
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Hold your sources accountable so that you produce accurate content.6 Remember you’re
the reader’s advocate
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Don't fall in love with a source and fail to challenge his assertions, assumptions, and claims.
6 Remember you’re the reader’s advocate
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Put yourself in your audience members' shoes and anticipate the questions they will ask. 7 Anticipate
questions your audience will ask
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When you answer these questions before they’re asked, your audience members will feel like you understand them.
7 Anticipate questions your audience will ask
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Paint a complete picture by linking to appropriate articles or sources in your content.8 Provide
context
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Resist publishing content until you have performed enough research to present a unique angle — and can move the conversation forward.9 Avoid the
obvious
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Point out your own weaknesses and encourage discussions with people who have competing opinions.
Act against your own self-interest10
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