I’ve been fascinated with content since I was 12 years old.
Though, I didn’t realize it at the time.
That was the year I was finally allowed to stay up late to watch The National with Knowlton Nash — CBC’s flagship news program.
More than anything I learned in school, the dramatic stories from across Canada and around the world captivated me. It wasn’t just the headlines. It was the storytelling in media — the context, the consequences, and the personal experiences — that made it powerful.
That program sparked my lifelong fascination with journalism.
It helped me understand my place in the world — and how fortunate I was to live in Canada.
More importantly, it showed me that storytelling can be a force for good. I saw how media coverage shaped public opinion, influenced decisions, and sparked political movements.
I eventually went to journalism school because I believed that a better-informed public is better equipped to meet society’s challenges.
Why Truth in Digital Content Matters Today
We live in a very different time now.
Today, with interest-driven platforms like TikTok, YouTube, and LinkedIn, everyone has the opportunity to be a storyteller — to use content not just for marketing, but to share informed insights, educate others, and build community.
With this opportunity comes responsibility.
Misinformation in Media Isn’t New
Every dominant form of media has had its risks.
From newspapers to television to social media, bad actors have used these channels to spread misinformation and shape narratives.
We need to remember: media is a tool — and like any tool, its impact depends on how we use it. While common-sense regulation is needed, the tools needn’t be inherently harmful.
Responsible Content Creation Builds Trust
We are not helpless.
In fact, we have more power than ever to influence what spreads online.
I still believe in content as a force for good.
We have a duty — as creators, professionals, and everyday people — to use media responsibly. To put the truth out there. To share what we know.
To challenge falsehoods.
To give our communities the gift of clarity, knowledge, and perspective.
When we do that, we don’t just build reputations and brands.
We help people make sense of the world — and face its challenges with a clearer view of reality.
Final Thoughts
The power of content lies in how it’s used. When grounded in truth and guided by purpose, it can be one of our greatest tools for positive change.
If you’re creating content today — especially in a time when trust is hard to earn — let authentic storytelling lead the way.
Transcript: Content as a force for good
If you’re just thinking about your content as a marketing strategy, you’re missing the true potential benefit it could bring to you—your business and even your industry, your community and society. Content can absolutely be a force for good. I know it because I’ve seen it my whole career.
As a rural reporter during the mad cow crisis in the early 2000s, I saw how my stories helped shape public perception and helped rally the community behind the beef industry.
As a communicator during the 2008 financial crisis, I saw how clear and honest communications could help people make the right decisions, and I saw how the lack of communication could be disastrous.
Then later, as a content strategist, I have learned how to create stories from insights from aggregate client data that helps clients see their problems and issues more clearly.
All of this is not to say that there isn’t credible dangers with modern media channels—including social media. You’ve got all this misinformation, the algorithms are becoming more and more addictive, and you’ve got all this divisive anger and hatred online.
But we’ve got to remember these media channels are just tools. We’re not helpless here; we are the consumers. We are the creators.
We can use these tools for good.
