Hillary Clinton wasn't the only loser in last year's elections. Facebook and the media were put on the defensive about their role in what has become known as "fake news," which has spread in a "post-truth" political climate.

It looks like facts may have been the biggest casualty of the elections.

And that has implications for brands that produce content: With the rise of fake news, content marketers eager to maintain their reputations must focus on making sure that their content is truthful. It's too easy to get duped by a false "news" story, which can have an adverse impact on your credibility in your industry and possibly even your site's rankings.

Fortunately, you can ensure the accuracy of your content: Incorporating fact-checking into your editorial process will help you build confidence in the quality and authority of your brand-produced content.

Here's what you need to know.

'Truthiness' and the Rise of Fake News

In 2005, comedian Stephen Colbert popularized the term "truthiness," which he defined as "the belief in what you feel to be true rather than what the facts will support." The word tapped into the zeitgeist. The Oxford English Dictionary decreed it Word of the Year for 2006.

The "truthiness" concept is getting a lot of play these days, 10 years later. (In fact, Colbert thinks "post-truth" is a ripoff of "truthiness".)

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image of Ilana Plumer

Ilana Plumer is senior director of marketing executives at Main Path Marketing.

LinkedIn: Ilana Plumer