Introduction

How can an online indie author, entrepreneur, coach or advisor gain trust in the shortest possible time?

Besides “mapping the territory” what other strategies are available to rapidly build credibility, authority and trust on the web?

One good answer I have come to rely on based on my own personal experience is: by going in depth inside the content you publish.

Going in depth helps to build credibility and trust by doing what few do and what even fewer are able to do well.

Because to go in depth, there’s no amount of AI you can use to fake it. Either you know where to dig and how deep to go or you run the risk of producing lots of content that is indeed lengthy but that does not go in real depth.

You can tell when something is really deep and not just lengthy, because it helps you uncover things you didn’t know while allowing you to see the subject under a new and different (more comprehensive) light.

In this issue:

• But What Does It Mean To Go In Depth?

• Why Choosing To Go In Depth To Earn Trust?
  

• 8 Obvious Ways To Go In Depth

  • 1) Summarize - Synthesize

  • 2) Show the History 

  • 3) Provide Context

  • 4) Include quotes/citations

  • 5) List benefits and drawbacks

  • 6) Show alternatives / examples

  • 7) Provide personal insight(s)

  • 8) Suggest books and resources
    

• 7 Not-Obvious Ways To Go In Depth

  • (for Premium subscribers only)
    

But What Does It Mean To Go In Depth?

In the context of writing, going in-depth refers to the act of delving deeply into a particular topic, subject, or idea.

Going in depth involves providing thorough and comprehensive coverage, exploring various aspects, details, and nuances associated with the chosen subject matter.

When a writer goes in-depth, he aims to offer a more comprehensive understanding of the topic to their audience, than the ones normally available.

Here are some of the key aspects that characterize the “going in depth” strategy when publishing content online:

• Researching for facts and info not readily available

• Vetting and fact-checking of all claims

• Leveraging and comparing multiple sources

• Integrating other authors ideas

• Maintaining strong independence and a personal viewpoint

• Providing supporting evidence

• Analyzing the context

• Surfacing not-evident aspects and perspectives

Going in-depth on a subject helps build trust by showcasing expertise, transparency, and a commitment to providing valuable, accurate, and comprehensive information.

Why Choosing To Go In Depth To Earn Trust?

If I was asked why using the “go in depth” strategy would be valuable in rapidly building more trust, these would be the key reasons I would list:

1. Demonstration of Expertise and Authority
In-depth exploration of a subject showcases a deep understanding of the topic. Readers recognize when writers actually know what they’re talking about rather than just skimming the surface. When readers perceive you as knowledgeable and well-informed, it establishes your expertise and builds trust in their authority on the subject. This expertise lends more credibility and readers see the writer as an authority they can rely on.

2. Building a Relationship
In-depth content can foster a deeper connection with the audience. Readers’ longer time commitment leads to a sensation of intimate knowledge of the writer and appreciate authors who invest the time and effort to provide comprehensive and meaningful insights. This in turn creates a sense of reciprocity and builds the foundations of a stronger relationship based on trust.

3. Educational Value
Readers often trust content that educates them. In-depth exploration provides educational value, empowering readers with knowledge and insights that contribute to their understanding of the subject. Satisfying this yearning for deeper learning makes for a more fulfilling and meaningful learning experience. This educational aspect enhances the perceived value and trustworthiness of the content.

4. Commitment to Quality
In-depth content reflects a commitment to quality. It signifies that you have invested time and effort in producing a thorough and well-researched piece, reinforcing the perception of you as someone dedicated to delivering high-quality, trustworthy information.

Going in-depth on a subject helps build trust by showcasing expertise, transparency, and a commitment to providing valuable, accurate, and comprehensive information.

8 Obvious Ways to Go In Depth

Here are eight obvious and popular ways to go in depth when writing and publishing content online and the key reasons why each one of them can indeed build better trust between you and your audience.

1. Summarize - Synthesize

2. Show the History

3. Provide Context

4. Include Quotes/Citations

5. List Benefits and Drawbacks

6. Show Alternatives / Examples

7. Provide Personal Insight(s)

8. Suggest Books and Resources

1) Summarize - Synthesize

The proof of how deep you have gone is how well you can summarize in simple words what you have researched, analyzed and discovered. 

The more you are able to synthesize what you want to communicate, the more people will be able to understand you and appreciate your message. 

“Now that everyone has access to information, what provides a competitive edge is the ability to separate the signal from the noise, to curate, make sense and synthesize the essence from large bodies of information.“

Source: Daniel Pink [Video] 

Adding a summary to your content can be a valuable strategy for building extra trust with your audience for several reasons:

1. Clarity
A summary provides a clear and concise recapitulation of the main points in your content. This clarity helps your audience better understand the key takeaways, reinforcing the message you want to convey and building trust through straightforward communication.

2. Facilitates Understanding
Not all readers consume content in a linear fashion. Some may skim or jump to specific sections. A summary serves as a guide, helping all readers understand the main ideas, even if they don't read the entire piece. This facilitates comprehension and builds trust by ensuring that the message is accessible to a broader audience.

3. Time Efficiency
In today's fast-paced digital environment, many readers appreciate content that respects their time. A well-crafted summary provides a quick overview, allowing busy readers to grasp the essential points efficiently. This consideration for your audience's time can contribute to trust-building.

4. User-Friendly Experience
A summary enhances the overall user experience. Readers who find your content user-friendly, with a clear and concise summary, are more likely to trust your ability to communicate effectively. This positive experience can translate into increased trust in your content and, by extension, in you as an author.

2) Show the History 

To know about something, one must look at his history. Where it came from, how it evolved, what obstacles encountered, what became of it and more. 

History applies to everything: from people, to technologies, to places and issues. 

For each one of these you can research, trace back and analyze its history. Many times even from multiple (and even contrasting) viewpoints.

The more you know the history of something, the better you know that something.

People who do not know the history of something, be it a song, a painting, a war, see something completely different from what someone - who knows the history - sees when looking at it. 

Think about it. 

Knowing the history of a person, for example, makes you see that person in a totally different light than if you had just met him and were influenced only by his most superficial appearances and traits.

Offering an historical perspective offers a big opportunity to build trust while increasing the value provided to the reader. 

Here a few reasons why:

1. Demonstrates Depth of Knowledge
Offering a historical perspective showcases your depth of knowledge on the subject. It signals to your audience that you have taken the time to understand the background and evolution of the topic, establishing you as a credible and knowledgeable source.

2. Highlights Expertise
Explaining the history of a subject demonstrates your expertise in the field. It shows that you are not just presenting isolated facts but have a comprehensive understanding of the broader context, contributing to your authority and building trust.

3. Establishes Authority 
Presenting the history of a subject establishes you as an authority in the eyes of your audience. It communicates that you are well-versed in the background of the topic and can be relied upon for accurate and well-informed insights, bolstering your credibility.

4. Fosters Transparency
Providing historical context is a form of transparency. It shows that you are not cherry-picking information to support a particular narrative but are presenting a more complete picture. This transparency builds trust by giving your audience a clearer understanding of the subject matter.

3) Provide Context

Context is what surrounds something.

Providing information that allows a specific audience and need to best interpret the value of something is what most journalists have been missing.

They all try to bring all the news to as many people as possible.

But that works only until there’s someone who brings me only the news I really need while explaining them in the context of my specific industry and practical needs.

Providing context is thus the ability to show any subject not just as an isolated item, but as part of an ecosystem in which it operates. 

When there’s no context it’s like having an ingredient but not the recipe. Or like having the name of a place but no map to reference it. 

Providing context allows you to see the Big Picture (that is, the forest rather than the trees).

Adding context to an article helps to build trust with your readers while also providing greater value and depth. Here’s why: 

Adding context to your content is a crucial element in building extra trust with your audience for several reasons:

1. Clarity and Understanding
Context helps clarify your message and ensures that your audience understands the information you are presenting. When readers have a clear understanding of the context, they are more likely to trust the content and your intentions.

2. Demonstrates Expertise
Providing context allows you to showcase your expertise in the subject matter. It demonstrates that you have a deep understanding of the topic and can communicate it effectively, which builds trust with your audience.

3. Shows Transparency
Transparent communication involves providing the full picture, and context is an integral part of that. When you share the why, how, and when behind your information, it demonstrates transparency, which is key to building trust.

4. Enhances Relevance
Context makes your content more relevant to your audience. By tying your information to real-world situations or current events, you demonstrate the practical applicability of your content, making it more valuable and trustworthy.

4) Include Quotes/Citations

Adding quotes and citations from great people, thinkers, and writers can help you build trust with your readers while adding significant value and extra depth to any content you produce. 

Here the reasons why:

1. Establishes Authority
Referencing well-known and respected authors adds authority to your content. It demonstrates that your ideas are grounded in established knowledge and that you've done your research. This can enhance your credibility in the eyes of your audience.

2. Shows Depth of Research
Including citations and quotes indicates that you have delved into the existing literature and have a comprehensive understanding of the subject matter. This thorough research adds weight to your arguments and fosters trust in the depth of your expertise.

3. Connects with Established Ideas
Quoting great authors allows you to align your thoughts with well-established ideas in your field. This connection provides a sense of continuity and coherence, making your content more reliable and trustworthy.

4. Demonstrates Humility and Open-mindedness
Acknowledging the ideas of great authors shows humility and an open-minded approach. It suggests that you are willing to recognize the contributions of others and integrate their insights into your own understanding. This attitude can resonate positively with your audience and help build trust toward you.

BONUS: Useful Tools
Sources where to find good quotes and citations:

• GoodReads

• BrainyQuote

• Quotery

• The Quote Garden

• The Phrase Finder 

• Wikiquote 

• LitQuotes

5) List Benefits and Drawbacks

Giving extra depth to a subject involves expanding the perspectives and angles from which the issue at hand is looked at.

By analyzing pros and cons of a subject, one can see more than would be otherwise appreciated. 

Identifying the benefits and drawbacks requires knowing more intimately the subject than would be otherwise needed to someone describing it.

In addition, the pros and cons vary depending on who is your audience / reader and on what his interest / problem / need actually is. 

Listing benefits and drawbacks, pros and cons, within content offers several advantages that contribute to build trust while creating additional value and depth. These are: 

1. Transparency
Acknowledging both the benefits and drawbacks of a particular topic or idea demonstrates transparency. Readers appreciate honesty, and by presenting a balanced view, you establish credibility and trust.

2. Enhanced Credibility
A well-rounded presentation of benefits and drawbacks enhances your credibility. It shows that you have considered multiple facets of a topic, reinforcing the reliability of the information you’re sharing.

3. Objective Perspective
Listing both sides of an issue or decision shows that you are presenting information objectively rather than pushing a one-sided agenda. This approach indicates a commitment to providing a fair and comprehensive view, fostering trust in your intentions.

4. Long-Term Relationship Building
Trust is often built over time through consistent, reliable, and balanced information. When you consistently presents a fair evaluation of topics, readers are more likely to trust your insights in the long run.

6) Show Alternatives / Examples

“Humans learn through analogy, not logic.
We need narratives that we identify with,
we need examples we can relate to.”

Source: Chris Wong

Examples are very powerful objects that are easy to relate to, bring inspiration and are conductive to be integrated inside narratives we can identify with.

If you know how to find and recognize great examples of how-to something, you have something of real value.

Showing real examples within any content enhances its value and depth for several important reasons:

Incorporating relevant examples into content can be a powerful strategy for building extra trust with an audience for several reasons:

1. Demonstrates Expertise
Providing concrete examples showcases your depth of knowledge and expertise in the subject matter. It demonstrates that you have a practical understanding of the concepts they are discussing and that you can be trusted on the subject.

2. Practical Application
Readers often appreciate content that goes beyond theoretical discussions. Including examples allows the audience to see how the information can be applied in real-life scenarios, making the content more valuable and actionable. Examples demonstrate how concepts work in action. Showing real examples helps readers build trust in you as they start to see the practical implications and potential outcomes.

3. Builds Relatability
Examples resonate with readers on a personal level. When you use examples that mirror the experiences of their audience, it creates a sense of relatability. This connection can enhance trust as readers feel that you understand their context and challenges.

4. Enhances Credibility
Concrete examples add credibility to your claims. It's not just about stating facts; it's about demonstrating how those facts play out in practical situations. This substantiates your arguments and makes the content more trustworthy.

7) Provide Personal Insight(s)

[Your] viewpoint is what adds true value to anything I share or write about.

Source: Barry Feldman - “How to Curate Content Without Being Mindless and Mundane”

If you just share content, people interacting with it will not associate it as coming from you.

But when you share other people's content while adding your personal point of view – making it more valuable – you are the one who gets credit for the content others have created.

Source: Q&A with “Digital You” author William Arruda

Personal insights contribute to building trust with the audience. 

When you share your own thoughts and experiences, it can create a sense of transparency and honesty, fostering trust between you and your readers.

Here a few more reasons why providing one's own personal insight builds trust while adding value and depth to your content:

1. Unique Perspective
Personal insights contribute a unique perspective that is specific to your experiences, knowledge, and observations. This uniqueness sets your content apart and adds depth to the overall narrative.

2. Authenticity
Personal insights bring an authentic voice to the content. Readers trust authentic individuals, and sharing personal experiences or opinions creates a genuine connection between your ideas and your audience.

3. Demonstration of Expertise
Sharing personal insights can demonstrate your expertise in a particular subject. It shows that you have practical knowledge and hands-on experience, adding credibility to the content.

4. Storytelling Element
Personal insights can be woven into a storytelling narrative. This narrative style enhances the overall storytelling element of the content, making it more engaging and compelling for the audience.

8) Suggest Books, People 

Going in depth means offering the opportunity to the reader to find out more about the topic/subject you are covering. 

To do so, most authors provide links to additional articles and books which provide more in-depth information on the subject or on complementary issues. 

Podcasts, videos, lists of experts, apps and tools are also other types of resources that provide extra valuable depth when used to complement and enrich a piece of content online.

Suggesting further reading resources, books, and other useful materials can help build trust, as well as greater value and depth to any content for several important reasons:

1. Interest for the Reader
Recommending additional resources encourages readers to continue their learning journey and to deepen their knowledge on the topic. Thus it shows interest for their needs and wants by anticipating them. Showing interest for the other and for one's own interests is one of the first steps to building trust. 

2. Diverse Perspectives
Suggesting a variety of resources introduces readers to diverse perspectives. Different authors, researchers, and experts may approach the topic from unique angles, providing readers with a broader and more well-rounded view of the subject.

3. Comprehensive Coverage
Suggested resources contribute to a more comprehensive and trustworthy coverage of the topic. While the initial content may provide a general overview, further reading recommendations help ensure that readers have access to a range of materials that collectively cover the topic in-depth. 

4. Credibility and Trust
Providing a curated list of recommended resources enhances the credibility of the content. It shows that you have conducted thorough research and are familiar with authoritative sources, building trust with the audience.

How To Go In Depth - 7 Not Obvious Ways
(for paid subscribers only)