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When it comes to health issues, users want content that's credible. How do they judge content credibility? We found there are lots of factors. And, we discovered some of the most important factors run much deeper than a clear source, a reference, or a date. Learn about two deeper factors in content credibility and tips to apply them to your organization's health content.
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The C-FACTOR Master Advanced Factors in Content Credibility Colleen Jones
WEB CONTENT + TECHNOLOGY = MORE POSSIBILITIES TO COMMUNICATE THAN EVER
DO WE TRUST WEB CONTENT?
A Reliable Source
Hit-or-Miss Source
Unreliable Source
B
C
WHICH STATEMENT BEST DESCRIBES THE WEB AS A SOURCE OF TRUSTWORTHY CONTENT?
65% of respondents said the web is a hit-or-miss or unreliable
source.
Content + Credibility Phase 1 Report 2012
Content + Credibility Phase 1 Report 2012
80% credible content is
important or very important to getting help with a
health condition.
61% credible content is
important or very important to getting advice
about healthy living.
STOP!
WHAT FACTORS DO YOU LOOK FOR
IN CREDIBLE HEALTH CONTENT?
[looking for factors in credible content]
“I’m confused about the content source.
[looking for factors in credible content]
HOW DO WE BECOME JEDI MASTERS OF C-FACTORS?
1 Voice
1
MASTERING DEEPER CREDIBILITY FACTORS
A.
WHAT IS VOICE, EXACTLY?
Voice is
THE DISTINCT PERSONALITY OR FEEL OF YOUR CONTENT
Easy to recognize a distinct voice makes you.
WITH a Consistent, Distinct Voice Connected Meaningful Comfortable
WITHOUT a Consistent, Distinct Voice
Disconnected Impersonal
Business Like
How Users Described Content…
DEVELOP A VOICE PERSONA
POINT OF VIEW CHARACTERISTICS
CARING PODIATRIST WITH STYLE
Authoritative Conversational and Friendly Caring Informative (and Interesting)
BRING THE CHARACTERISTICS TO LIFE
BEFORE
Arthritis, an inflammatory condition of the joints, commonly affects the lower body, hindering mobility and causing pain and swelling in the feet, legs, knees, hips and lower back.
BRING THE CHARACTERISTICS TO LIFE
AFTER If you’re older than 50, chances are you suffer from some type of arthritis in your feet, legs, knees, hips, or lower back. With more than 100 documented types of arthritis, your pain can range from minimal to severe.
So, what is arthritis, exactly? It’s inflammation of your joints.
SHARE 1 DISTINCT CHARACTERISTIC
YOUR CONTENT’S VOICE SHOULD HAVE.
STOP!
✓ Voice
1
MASTERING DEEPER CREDIBILITY FACTORS
2 Usefulness
WHY DO YOU FEEL THE CONTENT IS CREDIBLE OR TRUSTWORTHY?
N=1446 Participants could select more than 1 answer. Content + Credibility Report, 2012
“Most people would rather be told what the big takeaways are, what they really need to worry about, +
what exactly to do next.”
Tom Chang, The “So What” of the Quantified Self, TechCrunch
AUG 06
AUG 08-09
CHECKLIST FOR CONTENT USEFULNESS
Does it make a clear point?
Does it guide to a next step?
Your users faced a few providers of health web content.
WebMD CDC A few others
Your users face more health web content from more providers than ever.
Govt agencies
Nonprofits Individuals Niche health media
Traditional media Hospitals
Insurance companies
Private practices
Health system vendors
Retailers + product
brands Startups
Fitness + wellness centers
Upside? Users can get useful niche content.
• [Cerner]
“You're just talkin' loud and sayin' nothing, and sayin' nothing,
and sayin' nothing…. ”
Potential downside?
James Brown + Bobby Byrd Talkin’ Loud and Sayin’ Nothing
Hmmm… There’s no reference. But, this all sounds
familiar…
CHECKLIST FOR CONTENT USEFULNESS
Is it relevant to a specific user need?
Does it make a clear point?
Does it guide to a next step?
Is it meeting the need in a distinct way?
✓ Voice
MASTERING DEEPER CREDIBILITY FACTORS
✓ Usefulness
