On today’s episode, I’d like to talk about quality over quantity when it comes to the information you hear throughout your day.

With literally millions of books published each year (traditionally, not even counting self-published), along with all the many articles that circulate around our social media channels, just how do we know we’re actually reading high-quality information and not just product-placed marketing mediocrity? Or worse, how do we know that we’re not just feeding our own confirmation bias and growing ignorant in our own little bubble?

If you’re like me, you love to read information: data, case studies, new theoretical research findings, tips and tricks, and so on. But we only have so much time!

Unlike the world Before Google (B.G.), the problem now is not finding an answer when researching a question, but rather sifting through the abundance of information. There’s just so much!

The thing is, when it comes to making major life decisions like choosing a new career path, a new area of study, or embarking on a new hero’s journey, what we read directly and what we listen to significantly influences where we point our feet.

So, how do we know if what we’re actually reading is of high quality? Here are five questions to consider whenever you dig your nose into some prose.

1. Who is the Author?

Whether you’re reading a major blog syndicate like The Huffington Post, New York Times or Elephant Journal or you’re reading someone’s personal blog, dig into the author’s background.

Most of the time, all you need to do is just copy and paste the author’s name into Google.

You’ll find that most writers for these platforms are like me (and perhaps you). They run their own media platform because they have a message they want to share and then guest-post on these larger sites to help grow their reach.

In the old days, an author was merely credible depending on what college they graduated from. Now…not so much. A degree is only one source of establishing ethos (or credibility) and unfortunately a college degree doesn’t mean as much anymore (even if it’s Ivy League).

Take a microscopic look into the reader. What did she study in school? What is her life’s work? What books do they cite in their work?

Just understand that every author has an inherent bias due to his own background.

1. Where is the Source of The Information?

Just like we shouldn’t trust a commercial that boasts some new research study that proves this new magical healing pill (because the study was very likely funded by the same company that sells the pill), we shouldn’t trust any advice we read without looking deeper into the source of information.

In academia, the most credible of sources are peer-reviewed articles: articles that have been written by professionals in a field then critiqued and revised by other professionals in the field. Unfortunately, these are often very dry articles that are no more fun to read than watching paint dry.

Traditionally in academia, the lowest credible source is a subjective opinion like what would be found in a personal blog. These, however, are often the most enjoyable to read because they have as much flair as Barbra Streisand on Broadway.

This is where it comes down to purpose. What are you reading for? If it’s for an academic article, then stick to peer-reviewed articles. If it’s for personal growth or entertainment, then most often a blog with a unique voice will stand out.

1. Is This Long Form or Short Form Content?

Trust me, I understand the limits we have on our time. Most people are only able to read a few articles a day or listen to a short podcast episode on a morning run.

Reading a book or listening to an entire audiobook can be daunting. Understand though that a 750 word blog post or one podcast episode will rarely dive as deep as a full-length work.

Sure, you can squeeze the message in a book into one-liners, but doing so is like going swimming in a kiddie pool. It’s fun to splash around, but you can’t really go for a swim.

1. Did a Company Pay for This?

Many companies have jumped on the inbound marketing bandwagon to grow their business. And why not? It’s a great long-term affordable marketing strategy.

How it works is that a company hires writers (sometimes in-house staff, but most of the time virtual assistants through 3rd party companies) to write 2-3 articles per week, if not more.

Using rich long-tail keywords, the company’s goal is to land that coveted first page ranking in Google without having to spend a cent on pay-per-click (PPC) advertising.

And it works…for the company.

The content, however, is typically mediocre and incredibly biased. Why? Because the whole purpose behind the content is to drive users to the company website.

Not all company blogs are bad, however. I’ve helped a number of companies build up their blogs. The better company blogs focus less on rich long-tail keywords and focus more on sharing customer stories or personal employee experiences.

1. Is this Click Bait?

When you’re reading online, if you have to “click to read more” that’s a volcanic red flag.

Website owners do this typically for a “top ten” list or something like it. Every time a user clicks to read more, a new series of advertisements fill the screen and the company behind the website gets paid a few more dollars while your valuable time gets wasted.

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We live in a beautifully connected world where anyone with a keyboard can share their story with the click of a button and we can read a personal blog (or watch a Youtube channel), pick up a copy of a major newspaper, or dive into a peer-reviewed scholarly book. We live in a world of abundant choice and it’s a beautiful time to be alive. But in this world of abundance comes the art of choosing. We need to choose carefully what we listen to and read.

In college and as a teacher, I’ve often stressed that high-quality information comes from long-form content that’s backed with cited peer-reviewed research. I still believe this holds true for academic writing. Take, for example, my latest read: Lisa Randall’s Dark Matter and the Dinosaurs: The Astounding Interconnectedness of the Universe.

But there’s certainly something beautiful in reading personal writing backed by nothing more than life’s magical experiences.

What about YOU? I’d love to know how you decide to take in your content information.  

Wishing you all a beautiful week ahead, full of love, light, and adventure. Just remember, life is a dance.