There are numerous reasons why clients ask The Content Marketing Team to create content for their brands. First and foremost they know that we’re wordsmiths but they also recognise that the content we create is much more than just readable, topical and SEO-friendly. It’s also content that our clients – and their customers – can trust. With years of content creation experience under their collective belt, our team of writers know what makes a compelling story and they’re also capable of spotting the difference between God’s honest truth and a big ol’ crock of fake news. So how do they sort gospel from myth? And what can our team teach you about creating content that packs a reliably honest punch?
Why is trustworthy content important for a brand?
Whatever your brand might be selling, it’s important that your customer is able trust you to know what you’re talking about. Being an expert in your field is a must for buyers who are entrusting you with their hard earned cash.
Good content engages customers
Brands need content to sell their products. Accurate descriptions and FAQs that answer any questions your customers might have are vital content areas where errors can cost. And while precise, well written descriptions help to engender trust and minimise product returns from dissatisfied buyers, readable expert content in the shape of articles and blog posts can help engage customers beyond a quick click to checkout. Engaging blog-type content might keep visitors on your website for longer, direct buyers to products they wouldn’t otherwise have sought out or encourage them to return at a later date to read more.
Reliable content tells customers they can trust you
Who would you buy from? The brand that knows their subject matter inside out or the one that seems to be flying by the seat of its pants? Reliably factual content shows customers that you really know your stuff, that you can be trusted to give them advice they can rely on and that the products they’ll buy from you will do just what they need them to.
Trustworthy content sets you apart from your competitors
There aren’t many brands these days that don’t sell online so chances are that your eCommerce site just one in a sea of similar pages. Content that’s readable and backed by in-depth knowledge and provable facts will set your website apart, letting customers know that you’re working hard to earn their trust and be the expert in your field.
How do we make sure the content we create can be trusted?
When creating content for our clients, whether they’re working in healthcare, in insurance or in another sector entirely, we follow a stringent set of rules to ensure we always deliver on content that can be trusted:
Just say no to Wikipedia
Don’t get us wrong, Wikipedia is a great resource and we’ll often take a glance as a starting point but we know that crowd sourced facts can’t always be relied upon. Likewise we understand that newspapers can be problematic and know to take what they say with a pinch of salt. We look for unbiased sources that will give us cold, hard facts to work with.
Look for genuine studies
We’re the experts at finding experts. Whatever we’re asked to write about we’ll almost always begin by seeking out the facts and figures that can make up the backbone of a feature. How long does the average person sleep? What are the proven benefits of collagen supplements? How much did museum visitor numbers fall by in 2021? Our research skills and experience help us to find genuine studies to back up any claims we might make.
Use clear language that can’t be misunderstood
Often we’re not able to tell the story we really want to because the facts simply aren’t there. That’s why we’re always careful with the language we use. We’ll never promise your customers results if they’re not proven – that’s no good for them and it’s no good for your reputation. In addition to using references in articles we’re careful to write in a way that means that you and your customers can double check our work. This means using language that makes every claim crystal clear and we’ll never make promises that you can’t keep.
Can AI create trustworthy content?
AI is a tantalising concept and it’s easy to see why content team leaders might be swayed by its possibilities. But can your readers really trust AI-created content?
AI isn’t an expert
In addition to its lack of creativity and the risk of accidental plagiarism, it’s important to remember that AI is not an expert in any subject, no matter who inputs its prompts. Human copywriters are trained and able to recognise relevant expert content – hence those all important footnotes. Their knowledge of a subject also grows with time, allowing human writers to produce ever better content drawing on sources that they know, through experience, are reliable.
AI doesn’t E.A.T
What does Google want? It wants Expertise, Authoritativeness and Trustworthiness (more recently reframed as E.E.A.T). The search engines’ E.A.T policy seeks out authenticity in web content and considers it when making search quality rating choices. That’s not to say that AI-produced content is automatically pushed down the page but its lack of E.A.T features won’t stand it in good stead next to expert human-made pages.
In the AI era trusted expertise is more important than ever
You know who counts even more than Google? Your customers. According to research, 76% of consumers are concerned about the misinformation that can be spread by artificial intelligence[i], which means that now simply isn’t the time to take a risk on these unproven tools. Provide your customers with considered, well-researched and trustworthy content and you’ll be rewarded with their loyalty and belief in your brand.
The Content Marketing Team: Creating content you can trust
The Content Marketing Team live and breathe content. We’re experts in marketing and SEO but we’re also highly skilled in research, ensuring that every article, blog and product description we produce lives up to your customers’ expectations. Helping to bring your brand’s expertise to life, we work with you and your team to create trustworthy content rooted in facts, not fiction.
To learn more about our expert content creation services contact us today.
[i] https://www.forbes.com/advisor/business/artificial-intelligence-consumer-sentiment/
References
https://www.searchenginejournal.com/google-eat/what-is-it/#close
https://thedatascientist.com/is-it-safe-to-use-ai-content-for-your-website/
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