When using data in content marketing, it's essential to ensure that the data point is credible and accurately represents the source. This involves asking questions such as whether there is an actual source, if the source is recent enough, what the quality of the source is, and whether the data point adds value to the content. Additionally, it's crucial to understand the data, avoid misrepresenting the data, and consider the potential risks of using AI chatbots for research, such as providing false statistics or conducting poor analysis. By taking these steps, marketers can establish credibility and authority in their content while avoiding common pitfalls that can undermine trust with their audience.