"I CAN SEE AN OPENING
FOR BRANDS TO STEP UP
AND INTO THE FIGHT AS
PUBLISHERS THAT ARE
GO-TO SOURCES FOR
INDUSTRY UPDATES."
Content is everywhere, and it’s no longer limited to media outlets.
Social media trends and platform changes make it easier to create
and share content on the channels themselves. People now see
content right in their news feeds because it was published there
— not because it was created to engage them specifically or because
it was distributed to them in the right way.
There aren’t a lot of brands that do a good job of taking engaging
content and getting it in front of the right audience. That means
people see a load of content that isn’t created for them — and isn’t
engaging to them. With this garbage being passed off as an attempt
at engagement, there’s a good chance people will become more
skeptical and stop trusting content as fully.
THE SKEPTICISM EVOLUTION
If audiences do become skeptical, that will put more pressure than
ever on publications to keep their loyal readers and maintain their
trust. Outlets will need to do more than publish engaging,
informative and entertaining articles because that may no longer be
enough to keep readers from becoming skeptics. The ones that come
out on top will be those that are able to maintain trust and put a
process in place that ensures they are consistently worthy of that
trust.
Maybe that looks like something similar to Facebook’s move toward
fact-checking by creating a more in-depth vetting process for content
from contributors. Maybe it’s a code of ethics around authenticity
and accuracy that shows readers each publication’s responsibility to
uphold the truth in this world of fake content and clickbait.
Maybe it’s a new set of standards that publications use for brands
that advertise or sponsor content to avoid serving up an ad for a
MEET
JOHN
HALL
shady, dishonest brand to readers and giving them reason to distrust
those publications. Research shows that when a trusted publisher
features a native ad for a brand that’s viewed as untrustworthy, 43
percent of content consumers lose trust in that outlet.
Whatever the solution is, publishers already fighting to keep their
readers need to keep that data in mind. If they don’t do something,
consumers will find more value elsewhere. And the last thing that
any honest media outlet or publication wants is to accidentally
publish something and becomes a casualty of the “Great Fake
Content Battle of 2018.”
WHAT’S NEXT
Trust has always been critical to success in business (and life in
general), but that doesn’t mean fake news is the end of the world.
Not everything is doom and gloom. Yes, trust is easier to lose, and
we’re right in the middle of this shift in media. But that usually
means opportunity is out there.
For example, I can see an opening for brands to step up and into the
fight as publishers that are go-to sources for industry updates. Trust
is scarce, so the outlet best able to build it and keep it will be the
winner; it makes sense that it could be a brand or a branded
publication or blog.
If publications do prepare, I can see them arming themselves with
tools and processes that reassure their readers and make building
trust a little less difficult. And brands that are doing content
marketing will have to find ways to keep practicing authentic
thought leadership and sharing the experiences and insights that
make them experts in the first place. Consumers can rest and read
easier knowing that these publishers and brands have done their part
to distribute only the most engaging content.
Whatever happens next, I honestly don’t believe fake news will win.
Content is too valuable to be pushed out of the picture by stories
about alien babies. As long as those who practice content stay
committed to providing value and engaging consumers, we’ll all get
better at spotting the bull, and those thought leaders, brands and
publishers can make sure their content shines.
*** Printed with permission by John Hall – Originally Publishing in Forbes
John Hall is the author of the best-selling business book, " Top
of Mind ". He co-founded Influence & Co., the largest creator
and distributor of engaging content to media. He was recently
recognized as a “must-see” keynote marketing speaker in Forbes
and one of the most entertaining sales speakers, but his passion is
with helping others become more engaging and building trust with
the people that matter most to them.
John has weekly columns for Forbes and Inc. and has contributed
to more than 50 publications, including Harvard Business Review,
Fast Company, The Washington Post , and Mashable. He recently
won the EY Entrepreneur of the Year Award and Business Journals
Top 20 Visionaries Award.
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