HMBT #296: Are You Credible?

I sat down with Dan Nottingham—founder and CEO of Plan C, and the brains behind Am I Credible, an AI platform that evaluates the credibility of content in real time. We had a great conversation about what credibility really means in today’s digital world, especially for those of us in marketing, content creation, and business leadership. With so much information (and misinformation) flying around online, how can we make sure our content is trustworthy? Dan shared why credibility isn’t just about fact-checking, it’s about context, perception, and responsibility. Right out of the gate, Dan and I got into why credibility matters more now than ever. With so many people relying on social media and AI tools to consume, and create, content, it’s easy to lose sight of what’s actually true. We talked about how Am I Credible helps solve this problem by giving content a score from 1 to 10 based on a variety of factors like factual accuracy, context, and delivery. It’s like a spellcheck, but for your reputation. One thing Dan said that stuck with me: just being technically right isn’t enough. If your content is misleading or overhyped, even unintentionally, it chips away at trust. That’s a big deal for marketers, especially when we’re using AI to create blog posts, emails, or video scripts. You don’t want to hit “publish” on something that sounds great but is factually off, or worse, feels like a bluff. What made this episode really fun was how practical it got. Dan’s tool can give instant feedback before you publish a post or hit send on that campaign. It even helped him revise one of his own blog posts from a 3 out of 10 to a 9 out of 10 just by changing a single sentence. Little things like that make a big difference in how your audience perceives you—and whether they trust you enough to engage or buy. ✅ Key Takeaways: Credibility isn’t just about accuracy—it’s about how your content feels to your audience. Overstatements and missing context can tank your trust factor. AI is a great tool, but it still needs oversight. Don’t assume everything ChatGPT spits out is ready to go. Check it. Verify it. Then publish. Trust drives engagement. Whether you’re sending emails, posting on social, or writing blog content, people are more likely to stick with you if they trust what you’re saying. Consider making credibility part of your marketing metrics. You can actually track credibility scores over time and see how it correlates with growth in things like email open rates, website traffic, or conversions. Try it for yourself. Dan built Am I Credible with both casual users and businesses in mind. You can use it as a guest or go deeper with pro features, APIs, and integrations. Check out Am I Credible here Connect with Dan on Linkedin. Get 5,000 free Kickbox credits with the code HMBT https://www.youtube.com/watch?v=VpWt9WWHF_o Audio: