establish credibility to maximise engagement Credibility is central to engagement, and even more important in causing action. Audiences engage more with content they view as credible, and only tend to react to content when its credibility is established. So, what establishes the credibility of blog content in the consumer’s mind? Research in the United States […]

establish credibility to maximise engagement Credibility is central to engagement, and even more important in causing action. Audiences engage more with content they view as credible, and only tend to react to content when its credibility is established. So, what establishes the credibility of blog content in the consumer’s mind? Research in the United States suggests that audiences use a range of factors to judge the credibility of blog posts. The main factors are as follows: Quality content – 30% Good design – 17% Regular publication – 15% Good social media presence – 13% Good authors – 12% References and testimonials – 5% Quality content is: relevant to the reader; well structured; well crafted; well supported; and easy to read. Good design of the blog per se implies professionalism. Regular publication of quality content suggests that an individual has something to say and their blog is worth reading. A good…