THE BIGGEST
THREAT TO
CONTENT MARKETING
ISN'T FAKE NEWS
E
EVERYWHERE I look, it seems like the legitimacy of media
outlets and content itself is being questioned. And if you’ve been on
social media any time in the past year, you know what I'm talking
about: fake news.
Unless you’ve been living under a rock, you know what fake news is
— and that it’s a problem. It’s making audiences think twice about
which media sources they can trust and doubt how effective content
is. And that’s not good for thought leaders and content creators who
know the ROI of content marketing.
For those leaders and marketers, it turns the conversation from
“How can we make this content engaging and get it in front of the
right audience?” to “Will our audience even believe us?” which takes
up resources that could be dedicated to creating and distributing
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content strategically — if only so much fake content weren’t
polluting the system.
So what does the issue of fake news today mean for us in the long
run? What does it mean for publications and media outlets as they
try to maintain their own legitimacy? And what does it mean for the
ways brands build trust with their audiences?
HOW WE GOT HERE
Before we can examine what’s next, we need to look at how we got
here in the first place. To be honest, a big reason people question
content is probably due to the amount they are exposed to and how
little of it is actually targeted at them.