Fake News, Alternative Facts, and the Value of Honest Content

Regardless of your political opinion, it’s safe to say 2017 has already been a year worth remembering. A controversial wave started rolling in last year, and the American people are surfing its surface around the web in all different directions. Buzz terms and notable phrases like “fake news” and “alternative facts” can be seen floating in the flotsam along the shore, and it’s essential now more than ever to emphasize the importance of providing honest content.

Appealing Content Spreads Fast Even If It’s Untrue

Jayson DeMers, contributing writer for Forbes, recently shed light on what the “fake news epidemic” has taught us about the state of content marketing. While the term may have garnered mass attention in recent months, marketers and critical news readers know bending the facts in favor of more clicks and reader attention is nothing new. DeMers cited the power of a headline, potential of social sharing, and the illusion of authority as contributing factors to the recent spread and acceptance of fake news, and it’s easy to understand how dishonest content can spread like wildfire.

Headlines are as powerful as ever, and an alluring one (even if the content may be “fake” or untrue) is enough to garner clicks and shares. When coming from a figure/source a reader considers reputable, it’s not a leap to assume an attractive headline and the accompanying article could be passed along to friends, family, co-workers, and even complete strangers via social media.

This is both a problem and an opportunity for marketers. On one hand, when consumers share content that’s enticing but isn’t true, it not only validates the content but can devalue true content that’s contrary in opinion. On the other hand, sites that have established credibility as honest, authentic, and upstanding sources are more apt to be believed when readers dig a little deeper. The goal for the smart marketer should be to establish that credibility.

Establishing Trust Through Content

If you’re not already set in stone in a consumer’s mind as a reliable source, both as a business and content creator, have no fear. Establishing trust through your content is easy if you follow a few simple guidelines:

  • Be honest: Honesty is straightforward in concept, but many marketers toe the line between honesty and bias self-promotion. Really, how many “best in the world” coffee spots and pizza joints are there in the country? Be honest in your content. Always.
  • Exemplify authenticity: Authenticity goes hand-in-hand with honesty. Consumers are more savvy than ever, and they know when a company is trying to fool or trick them. The last thing you want is for a consumer to think you’re deceitfully pandering to their sensibilities to get their business. Be authentic and genuine.
  • Share expertise: Even if consumers don’t buy your products, you can prove to them you’re a source of knowledgeable content and reliable expertise. Evergreen content like how-to and instructional guides go a long way when they’re written honestly and backed up by genuine expertise, and consumers will come back time and time again to tap your business as a resource for dependable information.
  • Engage with your audience: Tech savvy and ready to mingle? You better be. Brands are working their magic through social media like never before, and consumers are paying attention. It’s your job to not only join the conversation but to help guide and nurture it as consumers discuss your business. The worst thing you can do when people are talking about your brand is tune out and pretend it’s not happening.
  • Provide new content regularly: Less important as the elements mentioned above but always impactful, releasing new content on a regular basis shows consumers that you’re (1) still alive behind that brand and (2) you’ve got your finger on the pulse in your industry. Don’t let a blog stagnate, and provide regular content released through various channels to keep consumers coming back for more.

Honest Content Will Always Trump Lies and Deceit

Regardless of your brand or commerce intentions, one wrong move toward dishonest content can have a lasting impact on how consumers view your business practices. Some brands never recover, and others forget which way is up and continue to dig themselves deeper because they’re either not joining the conversation in a productive way or they simply aren’t listening. As smart marketers, it’s your job to establish credibility and foster a productive dialogue as industry experts. Focusing your marketing message in an honest and authentic way is good for business, both in the short and long term.


Andrew is a word wizard/content creator extraordinaire who considers himself a bit of a dabbler. From writing to reading, exercise, outdoor exploration, art, music, photography, and even a little existentialism, it’s all color on the creative palette.