10 signs you are delivering trustworthy content

Trust is the number one currency online. Building it up is the most important thing you can do in order to sell.

PT. Barnum never said that a suspicious person was born every minute, but he probably should have. People are generally wary of things found on the internet, but there are things you can do to combat this tendency. It is true, and can’t be stated enough, that there are certain credibility killers that are to be avoided at all costs, because they are a sure-fire way to undermine the very purpose of your content — to drive hits and, ultimately, revenue.

I would love to grab a coffee with you to talk about this. Connect with me on LinkedIn!

1. You Give Your Readers Something Valuable

Never be afraid of giving up some IP. If all it takes is a blog post for people to copy you, then your IP wasn't that unique. You’re basically offering value-based information that is designed to solve a problem in your readers’ lives, answer a question that they might have, offer insight they can only get from experts, or help them pass the time in some idle amusement. Because you focus on your users’ wellbeing, your credibility instantly will get a boost. The most popular, most shared content, has something that is of value to THEM! It's not about you. It's about what your clients want.

2. You Cite Your Sources

We live in a digital age where anyone can fact-check whomever they want. And people do. It, therefore, makes no sense to wield second-hand opinions as facts written in stone. Do some research. Find out where you got your facts, and use those tidbits and gems to add sparkle and shine to your otherwise potentially dusty facts.

3. You Include Other Voices 

Be sure to shine a spotlight on what others have to say, and people will love you for it. It will make your voice sound less ivory tower and more like one who understands and mingles with the rest of the people. You’re not just speaking to hear yourself speak. You will appear balanced, fair, sincere, and most importantly, likeable. 

4. You Use Active Voice

“Is a sound made in the forest by a falling tree when it is listened to by no one?” If this sentence was exhausting to read, then you get the argument for why you must use an active voice. It is gutsy and bold enough to say that somebody or something caused an action and that things don’t just happen. It is compelling, and the actor retains his rightful place — as the star of the show. I’m not saying you totally ignore the passive voice. According to Grammarly, it’s okay to use the passive voice when you “prefer the attention to be on the action itself and not the person doing it”.

5. You Use the Common Language

My favourite blog post ever was by George Orwell about the politics of language. He said, avoid pretentious diction. Make your words short and to the point. Though we can look up a word at a moment’s notice, most people won’t want to. Simply use words that most of your audience will understand and express yourself succinctly. Your credibility, and the rest, will follow. 

6. You Use Entry-Level Information

You may be an expert in your field, and while that is a great place to start, your utmost job is to inform and to enlighten. You cannot do this by assuming everyone is up to speed on the latest and greatest in the industry on which you’re passionate. Start slow and break things down, so that everybody can come away having learned something. 

7. Your Bullet Points Are Like Prose

People instinctively, for better or worse, notice consistencies — or inconsistencies — in writing. When using bullet points, be sure to give them a rhythm that could be read out loud while still sounding good. If you’re using imperatives in the first two points, go with that for the last two. Be poetic about it, and people will be impressed.

8. You Proofread 

The sad truth is that mistakes in spelling, punctuation, and grammar can hurt your brand. It can make you appear sloppy, lazy, and unreliable. So take some time to read through your work, or better yet, hire a copy editor to check your spelling and grammar, cross-check your facts, and ensure your content is organised logically.

9. You Use Email

According to data compiled in the Wasp Barcode Technologies 2016 study, email carries a secret weapon within its electronic makeup: it engenders trust. It scores higher than marketing through Facebook and newspapers ads, and the greatest part? It’s free. Also, you control your email list, as it is not dependent on a platform like Facebook or Twitter, over which you have no definitive say.

10. Your Web Design Is Attractive

Investing time, and sometimes money, in a great layout is essential. Banner ads that take too long to load, clunky advertisements, and pop-up boxes chiming for a person to enter their email can all do the user a disservice. Stick with a clean, well-thought-out concept, as overloading your site with calls to stay and do more may, in fact, have just the reverse effect.

Download the Step Change ebook, Principles for Web Usability, to learn how you can optimise your own website for lead conversion.