Challenge: How do you create trustworthy and credible content and increase its conversion rate? Solution: Offer a simple three-step solution by obtaining endorsements. A blog post from Content Marketing Institute.

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By THOMAS CLIFFORD published SEPTEMBER 23, 2011
3 Steps to Making Your
Content More Credible
(Prior to Publication)
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Out of 42 different content marketing tactics, the CMI Content
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Marketing Playbook and CMI community ranked testimonials as
one of the top 10 tactics.
Testimonials can definitely give your content that extra boost —
and credibility —your audience is looking for.
But here’s the thing: Receiving testimonials after a project is
complete is easy enough. But how do you receive testimonials
when your content isn’t published yet?

2. Your content is ready to go. It’s proofed, designed and looking
sharp. And, hey, the landing page is looking nifty, too.
What’s missing? Some testimonials to tip the scales in your favor.
The secret to receiving testimonials ahead
of time
The secret to receiving testimonials before publishing
your content is to give it away to a handful of people and
ask for a testimonial from those select recipients.
Testimonials help position your content in the best possible light
and supply that extra “push” it needs to get noticed.
However simplistic this idea may appear,
few people act on it. Instead, we cross our
fingers and hope for the best.
But there are some easy steps you can take to increase the chances
of receiving those testimonials:
1. Identify five influential people.
2. Craft a short, compelling email introduction.
3. Email your content (if possible), and directly request a
testimonial.
Step 1: Identify five influential people
The key is choosing five people who can benefit from your content
and have their own audience or network that will also benefit.
You may know five people in your own network who may enjoy
receiving your content; but if they’re not the target audience for
your information because they can’t apply it to their business or
they wouldn’t know how to share it with their network, you may
not reap the full benefits of this advanced action.

3. Look for five people in your market who could use your insights in
their business. If they find it helpful, they’ll likely feel more inclined
to share it with their network and friends.
What if you can’t find people in your
market?
If you are having trouble identifying influencers to reach out to for
testimonials, try looking at these places to help you get started:
1. LinkedIn contacts
2. LinkedIn groups that are relevant to your business
3. Twitter followers
4. Industry bloggers
5. Current customers
6. Past customers
7. Local companies
Step 2: Craft a short, compelling email
introduction
Once you’ve identified your five targets, it’s time to contact them. If
you know someone personally, a phone call is certainly a great way
to see if he is interested in receiving your content and providing a
brief testimonial.
If you have a relationship with someone, a phone call is a great way
to see if your content might be of value to them. If they find your
content intriguing, you can then ask for a testimonial after
reviewing it. Let them know right away there is no obligation to
write one.
If you don’t know any of your targets, an email might be a better
way to introduce yourself. Emphasize how and why your content
will help them and their audience.

4. Tell them you are seeking testimonials before the official launch of
your new content, and that you would be honored to send them an
exclusive preview for their consideration. Be sure to mention that
there is no obligation to write a testimonial; they should only write
one if they found the information helpful.
Here is an email template you can easily modify for your own
purposes. You can even use a version of this for a phone call.
1. Introduction. In one sentence, share what your content is
and why your contact (and their audience) will find it helpful.
2. Ask for a testimonial. If your contact finds the content
unique and helpful, ask for a testimonial. Of course, share
with them that they’re not obligated to write one; it’s entirely
up to them.
3. Attach your content. It’s easy to forget to attach your
content! If you don’t have an attachment, consider providing
a link pointing to your content.
4. Close with a version of “thank you for your time.”
Step 3: Email your content and testimonial
request to your targets
Once your email is crafted, send it to a friend for proofing and to
get some honest feedback on your approach.
Ask how that friend would feel about receiving such an email out
of the blue. If your friend has suggestions, incorporate their
changes, attach your content to the email (or link), and send it off
to your targets.
Next steps
Here’s a nudge: Do you have a project nearing completion? If so,
it’s time to get moving.

5. Scan your contact list and write down five people who can benefit
from your insights. Remember: If there’s a benefit for your targets,
your odds of receiving powerful testimonials will be improved.
Over to you
How do you ask for and receive testimonials for content that
hasn’t been published yet?
Do you wait until content is published to gather testimonials?
Feel free to share your experiences in the comments area.
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Author: Thomas Clifford
Thomas Clifford is a B2B content marketing writer
and certified copywriter. He helps companies
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generate and nurture high quality leads through
eNewsletters, blog articles and free special
download reports. Tom has 25 years under his
belt as an award-winning B2B filmmaker. He's
produced hundreds of marketing-branding films
and brings his street-level interviewing
experience to every project. Tom is featured in
the book “Content Rules: How to Create Killer
Blogs, Podcasts, Videos, Ebooks, Webinars (and
More) That Engage Customers and Ignite Your

6. Business." He has also written dozens of articles
as an “Expert Blogger” for FastCompany.com.
You can follow Tom on Twitter at
@ThomasClifford. His blog, "Humanizing
Business Communications," is packed with new
media business communication tips and writing
strategies. His eBook "5 (Ridiculously Simple)
Ways to Write Faster, Better, Easier" is free to
new subscribers.
Other posts by Thomas Clifford
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12 comments ★ 4
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Discussion Share #
Lionel Bachmann • a year ago
Nice post. I never considered trying to get testimonials
prior to publishing content. Most marketers know that
testimonials gain trust and authority from its readers, but
releasing content with testimonials already in place is genius.
The best thing is that you have a chance to make corrections
or rewrites before publishing.
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Thomas Clifford > Lionel Bachmann • a year ago