10 Rules for Creating Content People Can Trust [SlideShare]

10 Rules for Creating Content People Can Trust [SlideShare]

Reader Comments (26)

  1. Excellent post Demian, I think, statistical data to prove your theory is the main point where you can turn your reader’s trust or thought process towards you. Sometimes people trust only those theories which they actually want to listen. If you are writing something differ than their expectations then you need a strong database to prove your theory.

    Thanks for sharing.

  2. Hey Demian, I couldn’t help but notice that your site has a page rank of 7! That is so freaking cool!
    I recently started a blog and have been trying to write high quality articles to build a feeling of trust as well as loyalty amongst my visitors/readers.
    Thanks for writing this informative article. It surely is helpful to me. I will try to implement them from now on. 😀 😀 😀

  3. Hi Demian,

    I don’t need someone to prove to me how wonderful or great they are. What I need them to do is relate to me in from that is relevant and compelling.

    When we have solid data that we can use to support our “theory” we demonstrate competency and that is the first step in developing trust.

    At the same time, I’ve seen a lot of content that is so heavy on knowledge and industry language that I have no idea what that person is trying to communicate. It’s as if they are trying to impress me instead of just communicate with me.

    When we create content that is over someone’s head we actually violate trust.

    I appreciate your insights and thanks for asking me to pause, reflect and proactively communicate to the consumers of my content what they need over what I want to tell them.

    Have an awesome week Demian!

    ~ Don Purdum

    • Some people (and I’ve been guilty of this) think they can look smart if they use big words, trot out studies, hang their copy with jargon.

      Like you said, be clear and personal is more important. There is a time for evidence. And their is a time for fun.

  4. Hi Demian,

    It is very impressive read. Writing controversial content is always helpful as it brings attention as well as get readers comment on what you say. Data driven content on the other hand keeps a reader interested in the content you write!

  5. Another great read in copyblogger. I gathered much useful info here and thanks for always enlightening the minds of the writers. I have been writing for many years but still struggling since English is only my second language. So, copyblogger is a great tool for me.

  6. Hi Demian,

    Build trust with the audience should be the goal for anyone out there working with internet marketing but mostly with any other niche as well. Maybe some people will try to build trust only to make money, something like a fake trust, a mask …. I don’t even need to say that anyone should avoid it, build real trust and be honest to your audience, that’s everything for you. Sell the problem you solve, not the actual product.


  7. Hey Demian
    The Secret Life of Walter Mitty ~ Sean Penn’s character is fantastic in this. There is one scene in particular when he admits the poorly thought out idea that drives Walter to chase him. I absolutely love it.

    Also this article is very helpful when it comes to humbling myself. As I begin my career it is very difficult to gain trust as a younger person in the infancy of their career, but it can be done. I really appreciate the tips. What comes to mind when you think of the beginning of your career? Just curious.

    • I need to watch that movie. I’ve heard nothing but good things about it, but didn’t realize Penn was in it.

      What comes to mind when I think about the beginning of my career? I think it was get filthy rich. Then as I aged I realized I wasn’t motivated by money nearly as much as I thought I was.

  8. So many good points. This is going in my file of content writing guides.

    Sometimes I struggle to write content that I feel is worthy of publishing. Although there are a lot of gems in this article, “land a unique angle and move the conversation forward” is the one that really hit home. That is such a key in creating something more interesting than regurgitated blog fodder. That one piece of advice really helped me break through a block I was having in making my content sound like a publishable article and not a $5 SEO article. I’m gonna try this. Thanks!

    • It is key, and it’s hard work digging for that unique angle. But when you find it, it will be worth it. Thanks for commenting Ian.

  9. I too am filing this article away for future reference. I found several golden nuggets in here that I’m going to implement, and couldn’t agree more with item number 10, particularly with ‘inviting people with competing opinions into the discussion.’ I wholeheartedly agree with doing this while at the same time stating in your own terms that your position may be what it is today based upon personal experiences but is subject to evolve as you hear from and consider what others have to say on the topic.

    Thanks for the excellent article.

    • You bet, Todd. In my experience, I’ve learned the most and grown the most when I’ve listened to people with competing opinions. Sharpened my own ideas, even corrected them at times. 😀

  10. This list is definitely a keeper. My favorite on the list is #8 Provide Context.

    The list also put me in mind of a conversation I listened to between the founders of StoryCorps and Humans of New York – https://storycorps.me/interviews/brandon-stanton-and-dave-isay/. I’m passionate about great storytelling, and this interview was a goldmine of insights. I was particularly intrigued by HONY’s Brandon Stanton’s assertion that he is trying to get good at asking questions, not at trying to figure out overarching generalities about humanity, because to do the latter would limit his questioning – it’s about the process, not the outcome. I love that commitment to approach each conversation with no other agenda than to learn, and to make a connection.

    Regarding favorite Sean Penn movies – Secret Life of Walter Mitty, for sure. The scenes set in Iceland were my favorites.

    • Hey Janet,

      You are the second person to vote for Walter Mitty. I definitely need to watch it now.

      Love Brandon’s approach. A lot of truth to it. It’s like being curious for curious’ sake. Which I love.

      Thanks for commenting.

  11. Hi Demian,

    Every time I sit to eat lunch, I take out my phone just to check out the latest Copyblogger post (instead of listening to music or watching a movie). And this one was just as yummy!

    Out of all the points, #9 really hit me. Then after my second read, it was #6, then #10, then #2, then…oh boy!

    But really, finding that unique angle is super important. With the growing number of blog posts everyday, sometimes I feel like I’m drowning. It’s hard finding an original idea because it seems like something about almost everything has already been published online.

    However, I remember you gave a formula, or rather a tip, for this in one of the Rough Draft podcast episodes. You said something about asking “What if?” For example, “what if pigs could fly?” or “What if Google was a 72 year old grandma with crazy KungFu skills?” or “What if cows were purple?”

    Eureka! I believe this is it: http://rainmaker.fm/audio/draft/original-writing/
    We could all start that quest of being original again by listening to that podcast episode.

    And as a Nigerian, I’d say not all scammers are Nigerian princes with large families :).

    Definitely sharing this post. And the link is going straight into Evernote. Keep up the good work Demian!

    – Lanre

    • Lanre, thanks for the great comment, and keeping me straight on scammers. That is the right podcast episode. It’s funny how we forget what we’ve done in the past, so it was good to be reminded of the “what if?” idea again. Thanks for listening and reading.

      By the way, I think you should run with that “72 year old grandma with crazy KungFu skills” idea. Golden. 😀

  12. Everytime I visit CopyBlogger, it helps me to learn something new. In last two years, I learn lot from this blog.
    It takes me around two hours to read the whole post. My favorite on the list is #5 Avoid the curse of knowledge. Thanks for the awesome share.

  13. I don’t need to go somewhere, when I face any problems regarding the blogging or Content Strategy then I visit here and I get every thing what i want.
    Thanks “Demian”.

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