Any content strategy incorporates social media channels these days. Most digital marketers believe that content marketing is mostly a social media endeavor. Recent surveys find the tide is changing with an overwhelming number of people citing social media as main source of misinformation, fake news and respectively look for alternative content sources.
Trust in Social Media Collapses
Ignoring the figures about the trust in social media channels may kill your best efforts to distribute otherwise meaningful and useful content over social channels experiencing failing rates of trust by readers.
A survey by Kinght-Gallup shows that 54 percent of Americans think social media as a whole is affecting negatively the news landscape. Americans are particularly unhappy with politicians using social media. Nonetheless, that consumer sentiment ruins trust in social media channels in general, which in turn should make you re-think your social media strategies.
Careful selection of preferred channels for informing your customers and readers is becoming business-critical for publishers and businesses alike as 58 percent of respondents say it is harder rather than easier to be informed today. They point out at the unbearable number of news sources and the indigestible amount of information as main causes for inability to be properly informed.
So, you need to re-assess your content strategy and content marketing approach to include mostly channels that enjoy higher trust by the average reader. Furthermore, you need to select communication channels that your target readers and prospects are most likely to consider a primary choice for getting information and those may well not be social media platforms.
Produce Trustworthy Content
With just 27 percent of Americans believing that they, personally, can confidently tell when a news source is reporting factual news versus commentary or opinion, you need to produce undeniably trustworthy content.
Such an approach will also help your brand stand out as one of not so many that do not produce misguiding content or false news. Actually, a far better branding strategy is to place an ad online instead of producing content that consumers would perceive as misleading advertorial or self-promotion.
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