How your content looks on the page is as important as the content itself. Take time to properly style your content. Use good-quality photos and illustrations, clear text styling and design elements that compliment the look and feel of your website. Authentic, genuine, sincere - that's what works when it comes to your content. You cannot fake this, although a lot of people try. It's a tricky line to follow; saying that you `care about your customers' has become so much part of the corporate furniture we don't even notice it, let alone really believe it. Motives matter. Having the right motivation behind the content you create will make a difference to how it is received. People can tell the difference between lip service and stuff that really means it.