By now, we all know that relevance is a huge driver of content's effectiveness. After all, if what you're putting out there--regardless of channel--isn't relevant to your intended audience, it's not going to get their attention. But that's not enough. To act on the information, we need to trust it.

There are lots of ways to build trust, of course, but most of them are hard. Here are two easy ways to increase trust of your online content, in particular: bylines and dates. Here's an example:

140915Byline&Date

1. Dates

Seems obvious, but start looking at most of the web content you consume. How much of it carries a creation date? And if it doesn't, you probably wonder how accurate it is, how current it is. And if you're like me, you'll look around trying to find another source that does have a date. Put a date on it! If you update, borrow another page from the media and include that date, too, like this:

Get more thoughts on dating your blog content, specifically: Should You Date-Stamp Your Blog Content from the Content Marketing Institute.

2. Bylines

A byline, even if it's a name we don't recognize, adds some credibility. With so much content, particularly online, offered up by anonymous people, and--increasingly robots--putting a real name on the content matters. Bonus points if you include a little bio information at the bottom, like Quill.com does:

Or an entire author page for frequent contributors, like Staples.com:

These two simple additions to your online content build credibility and trust, which drive engagement. Even one makes a difference, so what are you waiting for?

 

 

 

{ 0 comments }

An Open Letter to Roger Goodell

September 12, 2014

I don't just teach advocacy, I do it. Read my open letter to the NFL commissioner and advocating for a change in League policy and positioning.

Read the full article →

Are you tanking strategy with leaps of logic?

September 9, 2014

Improve your strategic thinking by checking off your logic. A guest post from the Balanced Scorecard Institute.

Read the full article →

9 tips for Shameless Promotion Month

September 2, 2014

9 easy-to-implement tips and strategies for promoting yourself and your business.

Read the full article →

Content Strategy Tip: Resurfacing

August 25, 2014

Want to extend the value of your content marketing? Try resurfacing. Here's how.

Read the full article →

Better headlines: 4 examples

August 18, 2014

Write better heads now! 4 examples of headline styles you can use as models for your own.

Read the full article →

Tips for better trade show ROI

August 14, 2014

Learn how to get more from your trade show experience with these tips.

Read the full article →

How to use social media for PR

August 11, 2014

How to know where to spend your social media time and energy.

Read the full article →

3 tips for more compelling content

July 14, 2014

3 tricks to creating content that engages the audience and incites action.

Read the full article →

How to use models more effectively

July 7, 2014

Frustrated with your content team's struggle to recreate awesome work? Here's how to make it easier for them and you to be more effective and efficient in creating high-quality content over and over again.

Read the full article →