Fresno's Krishen Iyer On Trust And Prioritizing Reliable Content

business trust tips prioritizing reliable content

There is no denying that we live in an age where content creation runs rampant. The expansion of social media and digital marketing means that we are constantly stimulated by words, images, and videos specifically designed to captivate us. How can we decide between what is worthy of our attention and what is not? The answer lies in how we trust. 

The ADP Research Institute recently published a global study of 25,000 workers, which found that trust is the single most potent driver of resilience and engagement. Overall, the information suggests that the dramatic increase in the volume of content available to us provoked an equally dramatic plummet of trust across the global community. There may not be an end to content creation at the end of the tunnel, but there can be a renaissance in how we trust and prioritize reliable information. 

Take media, for example. When you trust what a journalist and their employer have to say about a story, you are more likely to see the world through their lenses. The intersection of digital marketing and content creation work in a similar vacuum. Digital marketers know how to tailor their content to a preferred audience, making the consumer’s opinions far more malleable. Fortunately, your ability to trust can help you as a consumer decipher the real from the fraudulent. Here are some tips on using your trust as a guide when prioritizing the consumption of reliable content. 

What Are WORTs? 

WORTs stands for content that weakens our relationship with the truth. Their presence intentionally confuses the consumer on what is true versus what is not valid. As a result, WORTs make the global community less able to discern fact from opinion. 

One example of WORTs in content creation involves brand partnerships. “Influencers,” including media personalities and celebrities, frequently promote a company by pretending to use its products or services authentically. That can involve the influencer sharing a promo code, which encourages people who like them to also like the products they “use.” 

Influencer marketing and brand partnerships make it difficult for consumers to recognize an authentic endorsement versus a paid advertisement. Instead, you can maintain your trust by visiting media outlets that share your distrust in WORTs. Several media outlets and broadcast news networks prohibit their hosts from participating in paid partnerships, which is a start. 

Knowing The Difference Between Research And Data 

Research and data are not synonyms. Not only should you beware of resources that use these two words interchangeably, but you should also look out for how they differ. Data helps us count, rank, or rate different things. On the other hand, research employs data to test one’s predictions. Error-free data is concrete and cannot be questioned, whereas research is constantly challenged and questioned based on the gathering of new, error-free data. 

Learning how to spot real expertise can help you know the difference between research and data and identify error-free data when you see it. Spotting real expertise relies on your trust. When someone who claims that they are an expert in a field has years of experience that puts their field of expertise into context, you can rightfully trust that the expert knows their stuff. 

One way to identify an expert and scope out their experience is through their humility. Amateurs tend to overemphasize their knowledge out of insecurity. Alternatively, experts have a more extensive background with research and data in their area of proficiency. Their commitment to lifelong learning instills a humble value of knowledge that is contagious in their communities. For example, trustworthy experts tend to have independent accreditation from an unbiased group of their peers. Because their endorsement comes from people whose only agenda is maintaining integrity in a specific subject area, you can trust what they have to say. 

About Krishen Iyer 

Krishen Iyer is a California-based entrepreneur with nearly two decades of experience working in the insurance industry. After graduating from San Diego State University in 2003, Iyer began working in insurance sales. Here, he assisted insurance distribution centers with creating digital marketing traffic. Iyer’s hands-on experience with insurance clientele serves as the framework for his present-day work in consulting. 

Krishen is the founder and president of MAIS Consulting. Headquartered in Encinitas, California, the firm supports top insurance clients based in California and beyond with their contracting and marketing strategies. Iyer and his like-minded team of experts assist their clients with identifying knowledge gaps and achieving measurable business goals. 

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