Lessons in Content Writing: Consider the Source

You’d have to be living on your own private, unplugged island these days not to have hear about all the “fake news” that’s in the news. That’s why now, more than ever before, it’s crucial to build trust with your readers — and potential customers — by providing them the information they crave from sources they can trust. Whether your content strategy calls for writing your own blog posts or sharing interesting articles with subscribers, take the time to vet the sources of your information so you give your readers exactly what they need — and nothing that will lead them astray.

Related: How To Build SEO Strategies Effectively

Step One: Evaluate Your Source

Any time you’re considering linking to a source in branded material or passing something along to your customers, make sure it’s worth their time and your effort. That means that information should be up to date, accurate and totally trustworthy.

The easiest way to remember what to look for when validating a source is to put it through the CRAAP test (seriously). Use this handy acronym to remind you to choose sources that are:

• Current
• Relevant
• Authoritative
• Accurate
• Pure of purpose (that is, not sponsored by someone with an agenda that doesn’t jive with your brand)

If your sources or curated pieces pass the CRAAP test, feel free to share them with your customers. If not, keep looking. There’s too much great material out there to waste your time on, well, crap.

Related: Is Your Content Ready for Virtual Assistants

Step Two: Avoid the Competition

If you’re trying to make your way in a crowded industry, chances are good that the first page of Google results for a given search term is populated with blog posts and articles sponsored by one or more of your competitors. Don’t give them free hits! Instead, follow those embedded links to the original source or skip it entirely.

Step Three: Build Your Voice

When you send curated content out in a newsletter or tweet, make sure the style of the piece fits in with your brand. If your writing is lightweight and friendly, a 200-page academic research piece won’t mesh with your audience’s expectations. To keep your branding on point, pick pieces with the same level of formality and a similar vibe in the writing style.

Related: How To Get To The Top of Google Search Results

Step Four: Cross-Link With Partners

Got friends? If you can build each other up by offering related services to your similar audiences, go for it! Cross-linking to send traffic their way — and get their referrals to come to you — is a great way to help each other out in a mutually beneficial relationship. You can also try some combined promotions, contests and more to take your marketing to the next level.

Related: How To Build a Social Following

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