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CONTENT ☛ WEB VERSION: Click Here “


Trustworthy content has never been more important for businesses, as only 1 per cent of Brits believe everything they read online


Be authentic Employing a consistent and authentic tone of voice across all channels that align with your brand is crucial. Imagine stumbling upon the socials of a website that you know and love and discovering that the messaging across the social channels doesn’t resonate at all with what you like about the web pages. Beyond authenticity, injecting personality into your content can make it seem more genuine, reminding readers of the real people behind the screen. Personalising content won’t do any harm either. However, any inconsistencies in voice, messaging, imagery, quality and overall branding – no matter how small – are a massive red flag to anyone reading your content. If trust is central to your content strategy, make sure that all of your content plays by the same rules.


homeofdirectcommerce.com | Direct Commerce


Prioritise clarity and accessibility Ensure that all information is clear, accurate, and above all accessible. Just one spelling mistake can chip away at the trust your audience has in you, and they’d become less and less likely to stand up for your content.


Beyond small errors, refusing to address crucial conversations around accessibility and publishing pieces that exclude a large portion of your readership could have disastrous consequences when it comes to trust in your content. Keeping content clear, concise, and compliant with Web Content Accessibility Guidelines is a good step towards creating content that readers can utilise. Also, ensure that any tools you are using are aligned with the same guidelines. You’d be surprised how many aren’t.


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