In the digital age, writing content that captivates without crossing ethical lines is a fine art. This Q&A explores insights from a CEO & Founder and a Vice President Global Revenue Marketing to help navigate this delicate balance. The conversation starts with creating intrigue without deception and concludes with a focus on authentic value, offering a total of three expert insights. Discover how to keep readers engaged while maintaining their trust through strategic content creation.
I don’t recommend misleading readers on purpose. It tends to lower conversions, as you may attract visitors looking for something else.
Trust is an essential part of content marketing. But you can create intrigue by framing content in a way that piques their curiosity without deception.
Try to draw readers in without directly misleading them.
Here’s a few tips. Make sure that the headline creates urgency, making people want to act now. Describe a problem and offer to solve it. And make a bold statement.
Engage with Curiosity and Facts
Writing content that keeps readers engaged without breaking their trust is a delicate balance. One way to do this is by creating curiosity with open-ended statements or intriguing questions, which nudges readers to keep going for answers. You can withhold key details until later in the content, keeping them hooked without being deceptive. It’s important to deliver on the promises made early on to maintain trust. Another method is using bold claims, but backing them up with facts later, so it feels like a reveal rather than misdirection. Keeping things playful and engaging without misleading ensures you maintain credibility while keeping the reader invested.
Tanya Lamont, CEO, Conversational
Focus on Authentic Value
As a marketing leader, my goal is to create content that provides value to readers in an authentic way. Misleading readers, even subtly, damages trust and credibility. I focus on understanding our audiences’ needs and interests so we can deliver content that resonates with them.
For example, many financial-services marketers create content full of industry jargon and platitudes. Instead, we use data-informed insights to craft content that speaks to audiences’ real-life concerns, like planning for retirement or their child’s college fund. We share specific strategies and actionable tips readers can apply.
Creating content that manipulates readers to drive short-term metrics like clicks and shares is short-sighted. The brands that build real trust and loyalty over the long run are those that treat their audiences with empathy, respect, and transparency. They establish themselves as a helpful resource, not just a product pusher. Focusing on trust and value, not tricks, is the strategy that fuels sustainable growth.
Julie Ginn, Vice President Global Revenue Marketing, Aprimo
