By Davide Beebe
We've entered a time of widespread distrust of the news media, so brands who stand for something, and have the authority to create content around their beliefs, will wield unbelievable influence over their audience by going direct. Fake news has become a major problem for everyone, brands included.
The same technology that enabled individuals to become influencers has enabled brands to skip traditional media channels, speak directly to their target audiences, and in turn take control of their narrative. Brands who invest in creating content that aligns with their customers values and beliefs, and empowers them to achieve their goals will ultimately win the most valuable prize there is today in marketing -- brand loyalty.
A new study from Sprout Social, found that "Two-thirds of consumers (66 percent) say it's important for brands to take public stands on social and political issues and that brands are most credible when an issue directly impacts their customers (47 percent), employees (40 percent) and business operations (31%)." Done right, brands can become a trusted source of news for their audience.
