Correct Content material Guidelines for People and AI


A fact-check graphic represents the importance of content accuracy.Lengthy earlier than AI-generated content material, accuracy mattered.

And it stays important, particularly once you create content material to construct belief together with your viewers.

Whether or not you’re modifying AI-created content material, writing authentic articles, or fact-checking a podcast script, this three-part guidelines will assist be sure to’re not spreading misinformation and breaking your viewers’s belief. The sections cowl:

  • Checking authentic sources
  • Statistics and research-based data
  • Third-party sources

Accuracy mattered in #ContentMarketing earlier than generative AI and stays important to viewers belief now, says @AnnGynn by way of @CMIContent. Click on To Tweet

Test your content material for correct particulars on authentic sources

Establish each authentic supply included within the content material – most can be folks. (Unique sources embrace anybody you’ve interviewed and data out of your firm.)

These questions assist assess the particular person’s veracity.

Does the supply exist? Are their identification particulars correct?

Some folks falsely symbolize themselves or their corporations. They inflate their title, what they do, or their background. Go to their firm’s web site to see in the event that they’re on the group. In the event that they’re not listed, name the corporate to confirm.

Is the supply’s identify spelled appropriately? Is it spelled appropriately in each place?

In journalism college, you’d fail an task in case you misspelled a reputation. I pay shut consideration to the primary identification. However generally, close to the top of the article, I unconsciously begin misspelling it. Test each place the identify seems.

Is the particular person’s title correct?

LinkedIn and different social media profiles and bios on firm web sites may be good sources for verifying titles. If the title you discover on one among these sources differs from what’s included within the supply’s electronic mail signature, resolve the conflicting data.

Is the corporate identify spelled appropriately?

If the corporate identify consists of uncommon lowercase letters or spacing, make a remark within the file so nobody modifications it later within the manufacturing course of.

Are the right pronouns used?

Does the particular person use he/him, she/her, or they/them? Don’t assume. Incorporate the popular pronoun query once you ask them to offer their identification particulars.

When #factchecking, don’t make assumptions a couple of supply’s pronouns. Ask what they like, says @AnnGynn by way of @CMIContent. Click on To Tweet

Did you get the quote or data immediately from the particular person cited?

Usually a PR rep or different comms particular person could electronic mail a quote or reply to your questions. If you happen to haven’t labored with that particular person, confirm the quote with the particular person it’s attributed to. Ask the PR particular person for the contact data (or to make an introduction by electronic mail so the particular person is extra prone to reply). Confirm immediately by electronic mail or cellphone.

(Observe: Verifying a quote from one other website relates extra to the publishing website’s credibility, which I’ll cowl within the subsequent part.)

TIP: If you happen to ever doubt whether or not the quote comes from an actual particular person, ask them to name you. I did this the opposite day. The particular person responded by electronic mail however by no means referred to as. I deleted their data from the article. A cellphone name isn’t a fail-safe choice, nevertheless it helps.

Is a supply cited for every statistic or different knowledge?

Every bit of data-backed data ought to cite the unique supply. If it doesn’t, you shouldn’t use it.

Is the cited supply the unique supply?

Means too typically, the cited supply is 5 steps faraway from the native supply or, worse, 10 steps faraway from a nasty hyperlink or supply.

Don’t cite a stat cited by one other weblog that cited a mega infographic that didn’t embrace the unique supply.

Is the quantity precisely represented?

This rabbit-hole fact-finding additionally typically reveals misinterpreted knowledge – just like the baby’s sport of phone. With every reuse, the data is tweaked simply sufficient or so outdated that it’s now not correct.

For instance, 45 Running a blog Statistics and Info To Know in 2023 features a statistic that claims 77% of individuals usually learn blogs. The article cited (and linked) to an undated article on Affect because the supply. Affect cites The West Program because the supply and hyperlinks to an article I couldn’t entry as a result of my safety software program recognized it as malicious.

So I looked for the stat and the cited supply. Curiously, it didn’t return something from The West Program, nevertheless it does present many articles referencing the stat and attributing it to The West Program. In simply the primary outcomes, I can see an article from 2013 quoting the stat.

So even when the stat was legitimate sooner or later, it’s nonetheless no less than 10 years outdated. But, it seems in an article about weblog stats for 2023.

However correct illustration errors aren’t restricted to sloppy citations. They will occur when utilizing the native supply of the information too.

For instance, an article about what salespeople do with content material advertising and marketing that quotes CMI’s annual analysis wouldn’t be correct. Entrepreneurs, not salespeople, take that survey. Their opinions could or might not be the identical as gross sales groups.

Or think about this real-life instance of misinterpreted knowledge. Somebody at NASA wrote a poorly worded launch, utilizing this assertion: “Researchers confirmed an exoplanet, a planet that orbits one other star, utilizing NASA’s James Webb Area Telescope for the primary time.”

Many reporters wrote that it was the primary time an exoplanet had been found. In reality, that occurred years earlier. The information was that it was the primary time the Webb telescope noticed it. These inaccurate tales made their means into Google’s AI device Bard, which generated an article in regards to the telescope that included the inaccurate truth. Even worse? Google promoted the article in Bard’s debut announcement.

Does the analysis meet skilled requirements?

You don’t have to be an skilled in qualitative or quantitative analysis to weed out misinterpreted analysis. Overview who was surveyed or what was analyzed. Have a look at the questions requested.

Test the pattern measurement, which you’ll often discover within the govt abstract or a labeled paragraph within the introduction or on the finish of the analysis.

Why does pattern measurement matter? As a result of a survey of, say, 100 music fanatics is inadequate to precisely predict the opinion of a bunch of 10,000 music fanatics. The XM Weblog from Qualtrics, an expertise administration firm, affords sources and explanations for assessing analysis high quality, together with the pattern calculator device proven beneath.

TIP: Confidence stage and margin error are correlated. Within the case illustrated above, a survey of 370 folks precisely represents a inhabitants of 10,000 at a 95% confidence stage. Which means the outcomes could be correct inside plus or minus 5 share factors of the bigger group.

When the unique content material overstates the information, you don’t essentially have to delete it. Merely reframe it precisely. Take our music fanatics. It’s not OK to deduce that they communicate for an entire inhabitants, however it’s OK to say, “10 out of 100 music fanatics surveyed mentioned they wish to attend jazz live shows.” It could reduce the impression, nevertheless it strengthens the viewers’s belief.

Test the accuracy of data from third-party sources

Be sure the info talked about in your content material are correct, whether or not in opinion items, a supply’s remark, or picked up from a third-party supply. (You don’t wish to perpetuate a fable or false assertion even in case you attribute it to a different supply or website.)

Is the data correct?

Relying on the data, you should utilize a number of sources to confirm it:

  • Google search: Put a quote or data within the search bar – use direct quotes to see if the identical data has been revealed elsewhere. Then transfer on to Moz’s Hyperlink Explorer device to test the area authority rating (see beneath) to judge the location’s authenticity.
  • Google Scholar: This website is a superb useful resource for verifying data by means of scholarly journals, textbook publishing corporations, and many others.
  • Test public coverage and politically shared claims. A undertaking of the Annenberg Public Coverage Heart of the College of Pennsylvania, the location permits guests to ask verification questions immediately. It created this video to assist folks spot bogus claims. And it’s much more related now than it was when revealed eight years in the past.


Test the accuracy of public coverage and politically shared claims in your #content material with sources like @FactCheckDotOrg, says @AnnGynn by way of @CMIContent. Click on To Tweet

Is the data from respected sources?

Attempt these sources that will help you assess the standard of data from exterior websites.

  • Moz Hyperlink Explorer: You would possibly already use Moz’s area authority rating in your search engine optimisation backlink technique. You can also use it for this course of. Test a website’s area authority rating to grasp how trusted and respected it’s.
  • Plagiarism Detector: Whether or not it’s written by one among your model’s authors or comes from a freelancer, contributor, or different supply, be sure the textual content hasn’t been copied deliberately or unintentionally from one other work. This free model of Plagiarism Detector generally is a good begin. Paid instruments additionally can be found. Some packages, equivalent to Microsoft Phrase, have plagiarism checkers inbuilt.

Don’t neglect to test writer bio and proofreading particulars

Test the main points within the writer’s bio, too. In spite of everything, if the writer isn’t precisely represented, your viewers is way much less prone to belief any data supplied within the content material.

Now that you just’ve gone by means of the factual and contextual accuracy guidelines, your content material is prepared for a special accuracy guidelines – modifying and proofreading for spelling, grammar, type, working hyperlinks, and general understanding.


Up to date from a March 2020 story.

The writer chosen all instruments talked about on this article. If you happen to’d wish to recommend a fact-checking device, please add it within the feedback.

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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