This piece initially appeared on Contently’s The Freelance Inventive

In conventional journalism, diligent fact-checking is a given. In a current piece I wrote on abortion, the editor required that I confirm each statistic, declare, or knowledge level with a information supply or knowledgeable.

Relating to freelance content material advertising and marketing, nevertheless, the parameters are sometimes much less clear. This sort of work shouldn’t be journalism, strictly talking. When a model is behind a narrative, there’s bias concerned. However that doesn’t imply that each one journalistic rigor ought to exit the window. Truth-checking continues to be a vital a part of the method.

“Truth-checking for my content material advertising and marketing tales is simply as important as it’s for my editorial work,” stated Anna Dimond, a journalist, content material creator, and producer. “What separates glorious content material advertising and marketing from the mediocre, partly, is care and a spotlight to element. I deal with each story as a useful supply of data for readers—and a useful gateway to a model.”

Let’s check out why advertising and marketing writers and editors ought to take fact-checking critically—and the way they will accomplish that with out spending all day, daily wanting up stats and references.

Why accuracy in content material advertising and marketing is necessary

Whether or not I’m penning a reported piece, ghostwriting, or composing a weblog publish for a model, there are just a few fact-checking measures I all the time take. Some are apparent, like ensuring I’m spelling names proper and getting sources’ pronouns right. I additionally guarantee I’m citing research precisely and attributing quotes from interviews to the suitable individuals.

However after that, it will get extra nuanced. As a content material marketer, what’s my duty to double-check that info cited in a third-party article is correct? Do I must parse the nice print of a scientific examine each time I cite a statistic? Though the solutions aren’t all the time clear-cut, Dimond famous that accuracy is a large a part of a author’s—and a model’s—credibility.

“The extra dependable and high-quality [the content] is for readers, the extra it confers belief in and worth of the model behind it,” Dimond stated. “If a reader can’t rely upon the fundamental information of a weblog publish, it’s a transparent message that they will’t belief the model.”

In a quickly evolving digital media panorama, reader belief is treasured. As we speak’s newsfeeds are so rife with “faux information” that the perimeters between truth and fiction are sometimes blurry. Whenever you fail to take the mandatory precautions, it not solely creates a credibility concern, however may perpetuate misinformation.

Truth-checking turns into much more necessary if you’re writing about delicate subjects. As we speak, many manufacturers try to inform various views and amplify underrepresented narratives. In these circumstances, it’s vital to get the main points proper. Dimond recalled writing a chunk about how the mother and father of transgender youngsters have translated their parenting classes into enterprise and management choices. She referred to as the fact-checking course of for the story “intricate.”

“However in the long run, it represented [the sources] and their tales in methods they needed, whereas underscoring the model’s depth, compassion, and care,” she stated, including that it additionally helped set up belief along with her sources and strengthened her relationship with the editor. “I’m actually pleased with the closing product.”

A closing cause to be vigilant about accuracy in advertising and marketing is that there could also be authorized ramifications for spreading misinformation. Many corporations that rent freelancers embrace indemnification clauses of their contracts, which means that the author could also be on the hook ought to a lawsuit outcome from their printed work. The very last thing a author needs to consider is constructing a authorized protection as a result of they didn’t appropriately fact-check a declare in a chunk that wrestles with ambiguities.

Truth-checking fundamentals and greatest practices

Placing a chunk out into the world understanding it incorporates no factual errors is about extra than simply peace of thoughts. “It’s about bulletproofing your work,” stated Amy George, former Related Press reporter and founding father of By George Communications.

As a freelancer, every of your shoppers could have a special fact-checking coverage (or lack thereof). It’s possible you’ll be answerable for the method, or the publication could have in-house fact-checkers who deal with it.

When you’ll be answerable for the duty, you’ll wish to have a grip on the fundamentals, which embrace combing by means of the doc and verifying names are spelled accurately, educational levels are correct, and titles are updated. Double-check dates, areas, and timelines, and ensure that any claims you’ve made are verifiable. Be aware all third-party-sourced info by way of hyperlink or remark.

There are just a few customary “guidelines” to citing sources, too: Before everything, by no means depend on Wikipedia. Secondly, don’t copy/paste statistics from one other publication with out verifying the information within the unique examine or report. Lastly, if the knowledge comes from social media, be certain it’s true earlier than you regurgitate it in print or on-line. When unsure, discover one other supply to quote.

Relating to citing research, it’s necessary to have a look at them with a vital eye. You possibly can learn the chief abstract to determine when the examine was performed and the factors used. George beneficial asking the next questions: Is it an unbiased examine? When and the way was it performed? How reliable is the supply? Are there any potential conflicts of curiosity?

When you’re engaged on a chunk that entails unique reporting, there are proactive steps you’ll be able to take throughout interviews to make the fact-checking course of simpler in a while. Be sure you file the interview (let the supply know you’re doing this primary). Websites like Otter.AI or Rev will help with the transcription, however it’s a good suggestion to hear by means of the audio your self and cross-reference the transcript’s textual content earlier than cementing quotes in your story.

Lastly, if you’re writing the content material, match the precise quote with the recording to find out should you’ve phrased it accurately in your copy. For each unique supply, notice the particular person’s identify, e mail, and telephone quantity in case the editor or fact-checker needs to contact them immediately. To be additional secure, give your sources a heads up concerning the information/figures that immediately pertain to them earlier than the story goes dwell, and provides them the chance to right any inaccuracies.

Truth-checking sources and instruments

There are a ton of sources on the market to assist writers confirm info. Under are just a few of the commonest and useful.

• AP Truth Examine, Related Press: The AP supplies useful accountability sources for journalists.
• Snopes: One of many oldest fact-checking companies round, Snopes helps fight misinformation and disinformation, notably when it issues viral posts, city legends, hoaxes, or folklore.
• PolitiFact: Established by the Poynter Institute, PolitiFact addresses inquiries relating to political claims.
• Media Bias/Truth Examine: The MBFC screens media bias on varied web sites. Its evaluation focuses on political affiliations, biased phrase decisions, and sourcing.
• Washington Submit Truth Checker: The respected media outlet presents a fact-checking touchdown web page, in addition to a publication that myth-busts unfaithful or deceptive rumors circulating on-line.
• SciCheck: This website fact-checks false and deceptive scientific claims made by people to affect public coverage.

For writers who wish to hone their fact-checking abilities additional, there are a selection of programs out there. The Examine, Please! Starter Course, partially funded by RTI Worldwide and the Rita Allen Basis by way of the Misinformation Options Discussion board Prize, is a free, five-lesson course for newcomers. Poynter Institute presents a Fingers-On Truth-Checking course that focuses on figuring out dependable sources, debunking viral misinformation, and deciding whether or not an announcement is credible; it takes about 90 minutes to finish and prices $14.95. The Knight Heart additionally presents a Disinformation and Truth-Checking in Instances of COVID-19 course at no cost.

Lastly, should you’re extra of a visible learner, YouTuber John Inexperienced has partnered with the Poynter Institute and Stanford Historical past Schooling Group to share a set of YouTube movies on fact-checking and figuring out digital disinformation.

Take into account that at the same time as a marketer, the written phrase holds energy: Your explicit piece could inform a reader’s determination or nudge them to alter course not directly. Making certain correct particulars helps inform the larger image, whether or not for a journalistic publication or a company entity.