Content writing in 2019 is under siege. In the age of fake news, content faces heightened scrutiny that may negatively affect marketers. The rules of content creation constantly changes. This time, rather than being driven by user demands, the phenomenon of online misinformation should have digital marketers concerned about what they publish.
Marketers typically don’t publish false information intentionally online. However, advertisements do tend to contain certain exaggerations, which may get confused with misinformation. Plus, marketers should worry about malicious third-parties hijacking content to spread misinformation.
Keeping that in mind, here are several useful tips for creating content that passes the fake news checkpoints:
Run Checks for Factual Accuracy and Plagiarism
For products, businesses have quality control systems. Likewise, content should too. The best way to avoid accidentally publishing a controversial piece of content is to run it through an in-house misinformation check. In other words, your marketing team must be able to fact check content before they are finally published.
Fact checking can eliminate clumsy mistakes that can land a brand in hot water on social media. Don’t let a competitor or a regulatory authority fact check your content. Do it yourself to avoid the risk of publishing false information.
In addition to fact checking, all content should go through a plagiarism checker as well. Plagiarism refers to publishing content created by others as your own. It’s essentially lifting others’ work and passing it as your own. This should be avoided at all costs to prevent repeating false statements accidentally. Not only that, plagiarism could result in a copyright lawsuit.
Aim for the Highest Quality, Nothing Less
High quality content embody several important features. Such content is compelling, factual, error free, and meets the needs of the target audience. Don’t focus on creating a lot of content. Algorithmic updates means that only the best quality content gets on top of the search rankings. Therefore, to ensure accuracy and meet page ranking standards, aim for quality over quantity.
Creating high-quality content can be burdensome for an in-house team. For professional-grade content, use a local full service digital agency Brisbane. A third-party content specialist can design material that best suits the company’s needs.
Avoid Exaggerated Headlines
Marketers work extra hard to give content attention-grabbing headlines. Without a compelling headline, the target audience isn’t likely to click on your content. However, in the rush to create these intriguing headlines, marketers may sometimes come up with elaborate titles with the tendency to mislead the readers. This is venturing into fake news territory.
Headlines should be eye-catching, but not deceptively so. You can still write titles that are both factual and interesting. Keep in mind that in this day and age, it’s better to go with a boring headline than a misleading one.
Choose Sources Carefully
One of the common ways brands end up with fake news flags is via embedded links and sources. It’s simply common sense to note that if you use a dubious source, the content it’s based on would be problematic as well. Therefore, content creators must choose reliable sources that are not peddling false narratives.
Use government websites, legitimate research, and news articles as sources to avoid spreading misinformation. Avoid linking third-party websites you know nothing about in your website. Dubious website links may get your site flagged for spam.
Content creation is an essential aspect of any digital marketing campaign. However, as online misinformation spreads, content creators have the added responsibility to make sure that the material they put out there is valid and factual. Use the above tips to ensure accuracy in content to meet the latest standards in online marketing.