Wow - what a powerful post this is and I totally get it.  Consumers are distrusting advertising and are generally wising up to the fact 'content' is being created without purpose or value.  

In addition we have the content shock.  There's simply too much noise and people are blind to it.  In the era of 'fake news' consumers are more wary of articles and click-bait titles, choosing to trust their networks and peers.  

Marketers need to think about how they can create more trusted content from within the organisation.  How they can empower their employees with the right information, trends and insights to craft raw content that can then be optimised and published.

I'm glad people are demanding more of this kind of content.  We need to showcase our expertise from the insight out to create a more authentic brand experience or the buyer.