Because we all know what happens when you just assume you have all the facts.

In today’s era of “fake news” and general skepticism toward the media, fact-checking is an absolute must for any respectable brand publisher. To ensure you’re only putting out verifiable content, you must have a great editorial staff that strives for perfection.

In turn, this will help you to:

1. Build a Trustworthy Brand

If your brand becomes associated with inaccurate information, people will begin to lose trust in what you have to say. You could even experience backlash from fans who were once loyal to your brand. Fact-checking your content helps establish credibility so prospective and existing clients aren’t turned off.

2. Accurately Inform Readers

Publishing inaccurate information does more than hurt your brand reputation — it can also hurt readers who believe what you have to say. The purpose of great content is to solve a problem or answer a question for both established and potential customers. Misguided information is not only a waste of your readers’ time, but also a missed opportunity for your brand.

3. Generate Sales

You’re spending time and resources promoting awareness and interest in your brand; don’t let inaccurate information bring your efforts to a screeching halt.

People generally don’t do business with brands they can’t trust. Brand publishing is a great way to generate traffic, build valuable relationships, and ultimately increase sales. But to take full advantage of content marketing, you must publish consistently relevant and accurate content. Poorly researched articles, on the other hand, can halt prospective clients’ progression through the sales funnel.

4. Foster Good Habits

The digital world is flooded with rumors, misconceptions, and downright false information. You should never assume that any content you come across online is accurate without fact-checking for yourself. Even if you know a source to be reputable, backing up every statistic, date, quote, and name is a useful, habit-forming exercise. You want fact-checking to become second nature to your editorial team to prevent misinformation from seeping into your content.

5. Establish Industry Authority

Aside from building valuable relationships with members of your target audience, producing quality content gives you an opportunity to connect with fellow industry leaders. Think about it — which brands do you cite in your own content? Chances are, you consider them experts in their field, because their content is consistently relevant and accurate.

Content marketing teams must meet strict deadlines, on tight budgets and with scarce resources. It can be tempting, in the hustle and bustle of the week, to succumb to the “let’s-not-and-say-we-did” strategy. But with your brand’s reputation at stake, fact-checking is certainly worth the extra effort.

Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for Ireland.com, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

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