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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.
Interview experts and seek outside sources to communicate a complete, comprehensive story.1 Include
other voices
An assumption is an idea you accept as a fact without proof.2 Question
your assumptions
Any time you wander into absolutes (always, never, all, etc.), question the accuracy of your statement.2 Question
your assumptions
Provide the results of experiments, observations, research, and tests.3 Support
your claims
Never go scavenging through your analytics or database looking for patterns. That's called “data pillaging.”4 Approach
data with a theory
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
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”
Use clear language, tell simple stories, and assume nothing about your audience.5 Avoid the
“curse of knowledge”
Hold your sources accountable so that you produce accurate content.6 Remember you’re
the reader’s advocate
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
Put yourself in your audience members' shoes and anticipate the questions they will ask. 7 Anticipate
questions your audience will ask
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
Paint a complete picture by linking to appropriate articles or sources in your content.8 Provide
context
Resist publishing content until you have performed enough research to present a unique angle — and can move the conversation forward.9 Avoid the
obvious
Point out your own weaknesses and encourage discussions with people who have competing opinions.
Act against your own self-interest10
Click here to read 10 Rules for Creating Content People Can Trust on copyblogger.com/blog
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