Content accuracy matters. And corporate content strategy shouldn’t be exempt from it, especially when we are trying to build our subject matter experts and company leaders up as thought leaders in our industry. The content must be accurate.
But how do we achieve content accuracy, and what does that even mean. In this article, I discuss the following:
What is content accuracy?
Content accuracy means that the content that we publish is correct. The facts aren’t made up but are true. Content accuracy doesn’t prohibit us from being aspirational. It’s okay to say: “Our brand is aiming to help you with…” for example.
But don’t just make things up. Be sure it’s true.
How do we ensure content accuracy?
There are several ways to ensure content accuracy.
You’ve talked to credible sources
You conducted the research through credible sources and didn’t fidget with the facts. You are reporting what you found through research. How do you know the sources are credible? Same concept. They’ve built up credibility over time and are experts in the field – externally or internally.
Read next: Why research is important [Content Strategy]
You have first-hand experience
The content that’s being shared is your first-person experience (and, again, you are sharing it honestly). Think of parent bloggers and others who are sharing their personal stories online. Those are their stories and – unless they are lying – are accurate depictions of what they experienced and have learned.
You have an opinion on a topic
Opinion doesn’t mean you are just making stuff up! Opinion content means that you share your two cents on a topic and base it on facts. For example:
- Here are the variable facts of whatever it is you are talking about.
- Then share your opinion on that.
Some opinions can’t be formed and are not real stories without research. You may not need to call a focus group, but some topics are hard to comment on without that additional research.
Take the example of somebody asking me about a new content format that I haven’t heard much about. To even form an opinion, I need to learn a bit more.
Read next: How to scale corporate storytelling
The wording matters
Writing in your unique voice can help you differentiate. And content accuracy comes back to picking the right words. Those are the words that correctly describe what it is that you are talking about.
[Tweet “Never guess in your published content.”]
Sometimes, the wording comes back to asking yourself: How do I know this? What’s the source? Thinking you probably know isn’t the same as knowing.
If you are creating content for somebody else, make sure they review it with content accuracy in mind, too.
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Content works for companies to grab consumer attention, but when the content is misleading or just downright wrong, it can also hurt trust. That’s why content accuracy matters, and there are steps we can take to ensure our content is accurate, helpful, and relevant to our target audience.