10 rules for 


creating content
people can

TRUST
Does your content Use these 10 rules to

build trust with help ensure your

audience views you as

your audience? a trustworthy resource.

1
Include 
 Interview experts and seek
other
 outside sources to communicate
a complete, comprehensive story.
voices
2
Question 

An assumption is an
your idea you accept as a
fact without proof.
assumptions
2
Question 
 Any time you wander into

your absolutes (always, never, all,

etc.), question the accuracy

assumptions of your statement.

3
Support Provide the results of
your experiments, observations,
research, and tests.
claims
4
Approach Never go scavenging through 


data with 
 your analytics or database 


looking for patterns. That's 


a theory called “data pillaging.”

4
Approach Instead, drum up a hypothesis, 


data with 
 and then discover if your theory 


is true through existing research 


a theory or your own.

5
Avoid the You see the “curse of
knowledge” when a 


“curse of content marketer accidently

assumes his audience

knowledge” knows as much as he does,

which leads to confusion.
5
Avoid the Use clear language, 


“curse of tell simple stories, and

assume nothing about 


knowledge” your audience.

6
Remember you’re Hold your sources

the reader’s accountable so

that you produce

advocate accurate content.

6
Remember you’re Don't fall in love
with a source and

the reader’s fail to challenge

his assertions,

advocate assumptions, 

and claims.
7
Anticipate Put yourself in your
audience members'
questions your shoes and anticipate
the questions they
audience will ask will ask.
7
Anticipate When you answer
these questions

questions your before they’re asked,

your audience

audience will ask members will feel like

you understand them.
8 Provide
context
Paint a complete picture by
linking to appropriate articles
or sources in your content.
9 Avoid the Resist publishing content until you
have performed enough research to

obvious present a unique angle — and can

move the conversation forward.
10
Act against Point out your own
weaknesses and
your own 
 encourage discussions
with people who have
self-interest competing opinions.
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Content People Can Trust

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