Where you waste your time
Most businesses and non-profits still waste too much time chasing and interpreting the wrong information and knowledge, instead of creating content trustworthiness. When strategies and campaigns on faulty content, you waste your time and money and risk mixed messages going to your customers and prospects.
Inferior technology can further cloud your ability to distinguish between good and bad content. Refocus your information and knowledge, which helps to build deeper relationships with customers.
Reliability and relevance build trust
Just because your content is accurate doesn’t mean it can be used in a useful way by your customers. You might know your customers and community inside out, but it may not get them any closer to solving their problems and frustrations.
You don’t just need reliable data; you need it to be relevant. By identifying information and knowledge which correlates strongly with people’s wants and needs, you can focus your efforts on areas which lead to increased engagement and bypassing the noise which achieves little.
Relevance varies from day to day and from customer to customer. However, if you can align your products and services brand with a social cause you can be more relevant which will increase engagement and sales. In this case, you would want to know how your brand is perceived, which you can learn by conducting surveys and asking questions.
Good information and practical knowledge blend reliability and relevance to provide an accurate, clear picture which can help to grow your brand. Relevant data should speak directly to your vision and objectives, while reliable data come from dependable sources.
What will make a difference to your content trustworthiness?
What distinguishes self-importance and arrogance depends on your strategy. A young organisation looking to have itself noticed might love a social post with thousands of likes and shares, while a more established organisation would be more interested in an engaged comment section and high click-through rates on their social media. Content trustworthiness is built on interactions with the relevant audience.
Neither is in the wrong. The small organisation needs exposure to grow an audience. The established organisation, which already enjoys familiarity with its target audience, needs new leads and conversions more than it needs fame.
Don’t let others dominate your thinking about your content marketing strategy. Only you know what your wants and needs. Those wants and needs will evolve over time, so adjust your strategy accordingly to keep your information and knowledge efforts aligned with the reality of your market and your influence.
How to identify practical and relevant information, knowledge and content trustworthiness
Evaluate your sources. Before you consider what the data says, think about who says it. Does the person or entity on the other side have an agenda? Don’t excuse your own organisation from this question.
Most inexperienced people tend to gravitate toward sources and their content trustworthiness which justifies their aspirations and expectations. People rarely measure information which doesn’t benefit them. Consider the source and potential motivations, then keep that information in mind as you decide what to do with what is provided.
Your expectations won’t always align with reality. So, whatever you do don’t force your information and knowledge to present the truth you’d like to see. If you do, you could ruin otherwise valuable relationships. To meet expectations, every organisation needs to engage their audience, and content is the fuel which powers growth.
In theory, it might sound obvious, but biased interpretations frequently occur in practice. Reliable, relevant information and knowledge should provide the receiver with predictive problem-solving and decision-making intelligence. You can’t survive on data which tells you what you already know. You have to identify and leverage whatever allows you to predict and alter outcomes which will benefit your organisation.
Avoid relying on incomplete information by considering the relationship between relevance and reliability. With a bit of caution and foresight, you can ensure your organisation only uses the best practical information and knowledge available to achieve its objectives.
“Procrastinate on your content and content marketing opportunities at your peril”. Peter Sergeant
“Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one”. Robert Rose