Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

46Tell the Truth

Creating content on behalf of brands requires you to be scrupulously trustworthy. You need to be honest with your readers.

That means you tell the full truth, with fairness, integrity, and accountability—just as traditional journalists are expected to do. It also means that you credit sources; ground your content in data; acknowledge any bias that may compromise your point of view; link to sources generously; cite reliably; disclose all connections, sponsors, conflicts, or potential biases; and limit the number of anonymous sources. (See specific sections in the book for more on all those.)

At the same time, telling the truth means featuring real people, real situations, genuine emotions, and actual facts. Give examples and get interviews and perspectives outside of your own—and your company's.

As much as possible, your content should show, not tell. It should show your product as it exists in the world—in the form of customer stories, outside perspectives, examples and narratives, and good old-fashioned reporting.

“I still believe the old thing about reporters doing best work when they get away from their desks and out into the world,” Dan Lyons told me. “Also I think including other voices into your content is a way to raise awareness of your brand.”

Such an approach isn't just a great way to tell a truer story. It's also a great way to keep your content focused on the customer, and less on the company.