We’ve got trust issues. As more and more content gets created and published, and differing information spreads, it gets harder to know who to believe. Information quickly becomes misinformation as it gets filtered through social media feeds. And deepfakes and AI-created content can make anyone question reality. (In the interest of full disclosure, the people in the hero image are not real.) Audiences are right to be skeptical.
You can be part of the solution by creating trustworthy content. It’s good for your organization, good for visitors—and good for the world. At Gowan Communications, we are content optimists, after all.
How to Build Trust Through Content
Creating trustworthy content isn’t hard, but there aren’t any shortcuts. We suggest you make sure your content is:
Accurate: First, make sure you’re right. Regardless of the type of content—news, blog post, service/product page—double check your facts. If you’ve got access to an expert, have them review it for accuracy. Don’t be a spreader of misinformation.
This is especially true if you choose to use generative AI to help you create your content. Gen AI literally makes stuff up, so verify anything it writes before you publish it.
Supported: Think like a student and back up your information by attributing facts and information. Readers are more likely to believe you if you have evidence behind your statements. Link to your sources — which also will help your search engine optimization as a nice side effect.
Transparent: Explain your processes—let us understand how your content is created, who reviews it, and how often. Put dates on your content so we know how old the information is. if you’re posting reviews, tell us your criteria. Show the real cost of things when appropriate.
If you hide how you create content, people will question if they can trust it.
Audience focused: Keep the goals of your audience at the center of your content. By showing you understand what they’re looking for and making it easy for them achieve their task as quickly as possible, you’re creating trust.
Written simply and clearly: Follow the principles of plain language: use everyday words, short sentences, active voice—in other words, follow Strunk and White.
Copyedited and proofread: These old-school skills make your content polished. Ideally, people who proof and copyedit should be different than the writer. Here’s where AI can be helpful—it can be a virtual set of other eyes. Don’t blindly follow its suggestions; use it to make you question your choices but follow your beliefs about what is right.
Kept up to date: Regularly review your content to ensure it remains correct — information changes! And make sure you regularly run a link checker on your site—broken links make people wonder if anyone is paying attention.
We believe quality content can be a powerful ally in building trust. Join us in our mission to use content for good!