Credibility in online reviews #writing #contentmarketing

Here’s an interesting article on the credibility of online reviews from the New Scientist, flagged by Helen Guyatt (@inkpodcomms).

In discussing the need to clean up the world of online reviews, researchers identify that

“reviews with a balanced tone tend to be trusted.”

and that

“slick-looking reviews can actually weaken that trust.”

Those are interesting lessons for all forms of content marketing.  The point about balance was also raised in the Harvard Business Review article on certainty.

Worth a read.


About Andrew Munro

An independent business consultant, interim manager and writer, Andrew operates through his company, Burning Pine Ltd (
This entry was posted in Writing and tagged , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s