2) Is Your Online Content Authoritative?
This is the second in a series of question lists that will help you review and evaluate your online content assets. These questions will help you answer: Is my content – 1) Accurate, 2) Authoritative, 3) Objective, 4) Current, 5) Accessible and, 6) Well-designed?
Here are some key questions to ask if you want to check if your online content is Authoritative:
- Who published the content on your site/s? Is the publisher’s contact information available?
- What is the URL domain of the website/document? Is its affiliation recognizable and reputable according to industry standard? Does the online channel you’re using imply credibility?
- Where and by whom was the content produced? In-house? Contract? Curated?
- What are the author’s qualifications/credentials within their industry?
- What is the author’s motivation for creating the content? Individual (vanity), Corporate, Educational, Not-for-Profit, etc.? Is the reasoning transparent?
- Is the content ethical and authentic? Can I depend on it to be true?
- Are trademarks, copyrights, and other legal requirements, etc. respected and credited within the website/document?
- Does the site or posting design reflect the true nature of the business, institution, etc. accurately?
- Does the size and design of the typeface make the text information easily accessible for all to read? Or, is information implied – which could make it unclear.
- Are all images of people easily readable? Does the size, positioning and clarity of the image enhance this? Does their body language reflect openness and trust?
- Are all visual images, video clips, quotes, etc. cited, tagged, captioned, correctly? Has the research been done?
- Are articles credited properly or are they generically “Shared” (curated sites don’t always give the author’s complete contact information)?
- Does the language used reflect the authority of the information presented or does it contradict the message?
- Is the information accessible to your targeted audience? Is that audience able to access the online information in an egalitarian way?
- Is the information too general, vague or fluffy? Does the content reflect the intention of the publication, site, etc.? Does it challenge/inspire the audience to read on because they will benefit from further perusal?
Authority is an immensely important component of online content. If your online presence is not well-recognized, respected, believable and authoritatively focused it will not be trusted. Confidence is not sufficient. Be critically aware of how you present your information. Ask yourself again – Is my online content authoritative – enough? Does it make people want to LOOK and SEE what you have to say, and ultimately engage with it in a concrete way.
This is by no means a complete question list. But, meant to get you thinking critically about your online information. Please add your suggestions and comments in the space below.
Also, I have added a translation code from Google. I am only able to respond in English and would be happy to hear from you as to how accurate the translation is.
Contact Madelaine Palko at MPalko Media Consulting if you require help conducting a comprehensive content review and formulating a strategic plan of your online content assets.