The Connection Magazine AIM MUTUAL Spring 2020 | Page 14

CONTENT MARKETING
THE BIGGEST THREAT TO
CONTENT MARKETING
BY: JOHN HALL, AUTHOR
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 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?
14