The C-Factor: Mastering Advanced Factors in Content Credibility

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When it comes to health issues, users want content that's credible. How do they judge content credibility? We found there are lots of factors. And, we discovered some of the most important factors run much deeper than a clear source, a reference, or a date. Learn about two deeper factors in content credibility and tips to apply them to your organization's health content.

Published in: Health & Medicine

The C-Factor: Mastering Advanced Factors in Content Credibility

  1. 1. The C-FACTORMaster Advanced Factors in Content CredibilityColleen Jones
  2. 2. WEB CONTENT + TECHNOLOGY =MORE POSSIBILITIES TO COMMUNICATE THAN EVER
  3. 3. DO WE TRUSTWEB CONTENT?
  4. 4. WHICH STATEMENT BEST DESCRIBES THE WEB AS A SOURCE OF TRUSTWORTHY CONTENT? A Reliable Source B Hit-or-Miss Source C Unreliable Source
  5. 5. 65%of respondents saidthe web is a hit-or- miss or unreliable source. Content + Credibility Phase 1 Report 2012
  6. 6. 80% 61% credible content is credible content isimportant or very important important or very important to getting help with a to getting advice health condition. about healthy living. Content + Credibility Phase 1 Report 2012
  7. 7. WHAT FACTORS DO YOU LOOK FOR IN CREDIBLE HEALTH CONTENT?STOP!
  8. 8. [looking for factors in credible content]
  9. 9. “I’m confused aboutthe content source.
  10. 10. [looking for factors in credible content]
  11. 11. HOW DO WE BECOME JEDI MASTERS OF C-FACTORS?
  12. 12. MASTERING DEEPER CREDIBILITY FACTORS 1 Voice 1
  13. 13. WHAT IS VOICE, EXACTLY? Voice isTHE DISTINCT PERSONALITY A.OR FEEL OF YOUR CONTENT
  14. 14. Easy to recognizea distinct voicemakes you.
  15. 15. How Users Described Content…WITH a WITHOUT aConsistent, Distinct Voice Consistent, Distinct VoiceConnected DisconnectedMeaningful ImpersonalComfortable Business Like
  16. 16. DEVELOP A VOICE PERSONAPOINT OF VIEW CHARACTERISTICS
  17. 17. CARING PODIATRIST WITH STYLEAuthoritativeConversational and FriendlyCaringInformative (and Interesting)
  18. 18. BRING THE CHARACTERISTICS TO LIFEBEFOREArthritis, an inflammatory condition of the joints,commonly affects the lower body, hinderingmobility and causing pain and swelling in the feet,legs, knees, hips and lower back.
  19. 19. BRING THE CHARACTERISTICS TO LIFEAFTERIf you’re older than 50, chances are you suffer from sometype of arthritis in your feet, legs, knees, hips, or lowerback. With more than 100 documented types of arthritis,your pain can range from minimal to severe.So, what is arthritis, exactly? It’s inflammation ofyour joints.
  20. 20. SHARE 1 DISTINCT CHARACTERISTIC YOUR CONTENT’S VOICE SHOULD HAVE.STOP!
  21. 21. MASTERING DEEPER CREDIBILITY FACTORS ✓ Voice 2 Usefulness 1
  22. 22. WHY DO YOU FEEL THE CONTENT IS CREDIBLE OR TRUSTWORTHY?N=1446Participants could select more than 1 answer.Content + Credibility Report, 2012  
  23. 23. “Most people would rather be toldwhat the big takeaways are, whatthey really need to worry about, + what exactly to do next.” Tom Chang, The “So What” of the Quantified Self, TechCrunch
  24. 24. AUG 06 AUG 08-09
  25. 25. CHECKLIST FOR CONTENT USEFULNESS Does it make a clear point? Does it guide to a next step?
  26. 26. Your users faced a few providers of health web content. A few CDC WebMD others
  27. 27. Your users face more health web content from more providers than ever. Niche Govt Traditional Nonprofits Individuals health Hospitalsagencies media media Health Retailers Fitness +Insurance Private system + product Startups wellnesscompanies practices vendors brands centers
  28. 28. Upside? Users can get useful niche content.
  29. 29. •  [Cerner]
  30. 30. Potential downside? “Youre just talkin loud andsayin nothing, and sayin nothing, and sayin nothing…. ” James Brown + Bobby Byrd Talkin’ Loud and Sayin’ Nothing
  31. 31. Hmmm…There’s no reference. But, this all sounds familiar…
  32. 32. CHECKLIST FOR CONTENT USEFULNESS Is it relevant to a specific user need? Is it meeting the need in a distinct way? Does it make a clear point? Does it guide to a next step?
  33. 33. MASTERING DEEPER CREDIBILITY FACTORS ✓ Voice ✓ Usefulness
  34. 34. GAIN MORE MASTERY OF THE C-FACTORCOMPLIMENTARY BRIEFemail: colleen@content-science.comWORKSHOP TOMORROW

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