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10 rules for 

creating content
people can
TRUST
Does your content
build trust with
your audience?
Use these 10 rules to
help ensure your
audience views you as
a trustworthy resource.
Interview experts and seek
outside sources to communicate
a complete, comprehensive story.
1
Include 

other

voices
An assumption is an
idea you accept as a
fact without proof.
2
Question 

your
assumptions
Any time you wander into
absolutes (always, never, all,
etc.), question the accuracy
of your statement.2
Question 

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

your analytics or database 

looking for patterns. That's 

called “data pillaging.”4
Approach
data with 

a theory
Instead, drum up a hypothesis, 

and then discover if your theory 

is true through existing research 

or your own.4
Approach
data with 

a theory
You see the “curse of
knowledge” when a 

content marketer accidently
assumes his audience
knows as much as he does,
which leads to confusion.
5
Avoid the
“curse of
knowledge”
Use clear language, 

tell simple stories, and
assume nothing about 

your audience.5
Avoid the
“curse of
knowledge”
Hold your sources
accountable so
that you produce
accurate content.6
Remember you’re
the reader’s
advocate
Don't fall in love
with a source and
fail to challenge
his assertions,
assumptions, 

and claims.
6
Remember you’re
the reader’s
advocate
Put yourself in your
audience members'
shoes and anticipate
the questions they
will ask.
7
Anticipate
questions your
audience will ask
When you answer
these questions
before they’re asked,
your audience
members will feel like
you understand them.
7
Anticipate
questions your
audience will ask
Paint a complete picture by
linking to appropriate articles
or sources in your content.
8 Provide
context
Resist publishing content until you
have performed enough research to
present a unique angle — and can
move the conversation forward.9 Avoid the
obvious
Point out your own
weaknesses and
encourage discussions
with people who have
competing opinions.
Act against
your own 

self-interest10
Click here to read 

10 Rules for Creating
Content People Can Trust
on copyblogger.com/blog
Want to know
more about
this topic?

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Copyblogger: 10 Rules for Creating Content People Can Trust

  • 1. 10 rules for 
 creating content people can TRUST
  • 2. Does your content build trust with your audience? Use these 10 rules to help ensure your audience views you as a trustworthy resource.
  • 3. Interview experts and seek outside sources to communicate a complete, comprehensive story. 1 Include 
 other
 voices
  • 4. An assumption is an idea you accept as a fact without proof. 2 Question 
 your assumptions
  • 5. Any time you wander into absolutes (always, never, all, etc.), question the accuracy of your statement.2 Question 
 your assumptions
  • 6. Provide the results of experiments, observations, research, and tests. 3 Support your claims
  • 7. Never go scavenging through 
 your analytics or database 
 looking for patterns. That's 
 called “data pillaging.”4 Approach data with 
 a theory
  • 8. Instead, drum up a hypothesis, 
 and then discover if your theory 
 is true through existing research 
 or your own.4 Approach data with 
 a theory
  • 9. You see the “curse of knowledge” when a 
 content marketer accidently assumes his audience knows as much as he does, which leads to confusion. 5 Avoid the “curse of knowledge”
  • 10. Use clear language, 
 tell simple stories, and assume nothing about 
 your audience.5 Avoid the “curse of knowledge”
  • 11. Hold your sources accountable so that you produce accurate content.6 Remember you’re the reader’s advocate
  • 12. Don't fall in love with a source and fail to challenge his assertions, assumptions, 
 and claims. 6 Remember you’re the reader’s advocate
  • 13. Put yourself in your audience members' shoes and anticipate the questions they will ask. 7 Anticipate questions your audience will ask
  • 14. When you answer these questions before they’re asked, your audience members will feel like you understand them. 7 Anticipate questions your audience will ask
  • 15. Paint a complete picture by linking to appropriate articles or sources in your content. 8 Provide context
  • 16. Resist publishing content until you have performed enough research to present a unique angle — and can move the conversation forward.9 Avoid the obvious
  • 17. Point out your own weaknesses and encourage discussions with people who have competing opinions. Act against your own 
 self-interest10
  • 18. Click here to read 
 10 Rules for Creating Content People Can Trust on copyblogger.com/blog Want to know more about this topic?