Data puts your content in context and gives you credibility. Ground your content in facts: data, research, facts.

Your ideas and opinions and anecdotes might be part of a story. But the more credible content is rooted in something in addition to your own thoughts and beliefs.

Data before declaration. If you are going to tell me what you think, walk me through why you think it.

What's been said before? Why do you agree or not agree? What evidence supports your point of view or influences your counterpoint? What data supports your ideas?

If external research is part of your story, cite reliable sources. Who or what is a reliable source will vary based on your organization—in other words, it's a bit of a judgment call.

But one thing is certain: That friend of a friend on Facebook is not a reliable source.

Here are some good examples:

• A major media outlet, because they generally have internal fact-checkers checking … well, facts
• Government agencies
• Research reports
• Recognized experts
• Authoritative nongovernmental organizations (Pew Research, for one)