Fake news. Clickbait. Sensationalism and misinformation. Americans are experiencing a plague of untrustworthy content, and content marketing isn’t immune to the disease. These days, people are confused, skeptical, frustrated, and wary about the content they consume online and via social media. Thanks to a constellation of forces—including rising distrust in government, business, media, and NGOs—the trajectory of online trust could get worse before it gets better.