In a world of fake news, irrelevant media, and tall tales in both political, professional, and personal life, we need to work extra hard to deliver truthful, accurate content.
Sometimes we lose sight of our message in our quest to “outshine” the competition. It is absolutely imperative– especially in the midsts of Facebook’s pesky ‘fake news’ problem– that we curate, create, and deliver real and relevant information. Trust is the most important step in content marketing. It’s out we build up trust with our readers and potential customers.
As much as we wish the fake news epidemic would dissipate, we have to learn to navigate in this new world. Joe Lazauskas writes 3 very important reminders for us when creating content. Let’s dive in, yeah?
- “Rule 1: No more unbranded microsites” For some time now, certain brands will create unbranded microsites or pages with a tiny logo hidden in the corner somewhere. There is no trust there. This tactic is sketchy at best and definitely illogical. Be proud of who you are and the messaging you deliver. Users are now taking the time to scrutinize the sites they land on– because there is a lot of mistrust going around. Be on the positive end of the spectrum.
- “Rule 2: Acknowledge your bias” Because content marketing is a huge conglomerate media source, you typically only have one primary financial backer, which means, you only have to write content catering to that perspective. Be upfront with the bias in place there– it will create a greater sense of trust with your consumer base. We’ll take the lead here. This is a blog for a marketing company that caters to both B2B and B2C clientele. We create content on various aspects of marketing- content, inbound, search, etc. We also write about topics that nourish and encourage a positive mentality. We truly believe in all the things we write about. Can you say the same? If not, it might be time to rethink your content. Make sure it aligns with your true messaging.
- “Rule 3: Practice the tenets of good reporting” Reliability. It’s such an important concept we made it it’s own sentence. Use credible and reliable sources and make sure to cite every outside source you use. Transparency is paramount here. Don’t make anything up! Just write what you know and use credible sources to back up your argument– just like that research paper you wrote in college that one time. No bullshit allowed.
It might seem like a lot in this one little blog, but it’s actually pretty simple. Create content you would want to read yourself. We’ve said it before and we’ll say it again: be proud of the messaging you deliver. Stay true to your brand and your content will succeed.
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