DMA: Data and Marketing Association
Consumer Help

Content Marketing: What to trust. What to question.


As content becomes the strategy du jour for brands to engage consumers, the flood gates have opened. Webinars (like this one), white papers, videos, infographics and quizzes proliferate, dangling information in front of shoppers hungry for insight to make a smart purchase decision. Content is editorialized facts. It looks to color opinions and transform buyers into brand advocates. Thus the most effective content is biased. How can a wary consumer tell the difference between content that is trustworthy and content that is questionable? The quick answer is authenticity of the words, images and source of content. For a more in-depth exploration of this polemic, attend this webinar. Two professors from the Mass Communications department of St. John’s University will walk you through multiple examples to provide insight into how brands are presenting themselves authentically to build trust. This webinar offers content you won’t want to miss.

  • Why consumers are wary of content
  • What makes content trustworthy
  • What makes content questionable
  • How to build a bond with a guarded consumer through content



Neil Feinstein, MS

Assistant Professor
St. John’s University

After a 30+ year award-winning career in advertising, during which Neil advised Blue Chip brands such as Disney, American Express, The New York Times, Wounded Warrior Project and Merrill Lynch – and 11 years as an Adjunct Professor at New York University – he joined St. John’s University as a full-time Assistant Professor in their Advertising Program. In his first two years, he led St. John’s student team to place 3rd (2015) and 4th (2016) nationally in the National Student Advertising Competition.

Neil’s focus is on digital marketing and innovation. In addition to infusing modern advertising and interactive techniques into his curriculum, he conducts an annual survey to determine the most important innovations based on responses from practicing digital marketers.

Neil earned his M.S. in Direct and Interactive Marketing from New York University.


Michael Rizzo, MS

St. John’s University
Assistant Professor

Michael Rizzo is the Director of the Journalism Program and an Assistant Professor at St. John’s University. He is also the former General Manager/Executive Director for News and Sports at ABC News Radio, Executive Producer at ABC Sports Radio, a news writer, producer and sports director at ABC-TV News and Managing Editor at Fios1 News and News12. He is also a freelance reporter for several Brooklyn and Queens newspapers.

Under his leadership, ABC News and Sports Radio won numerous Edward R. Murrow awards from the Radio and Television Digital News Association (RTDNA) for writing, outstanding broadcasts and overall excellence.

Rizzo graduated from Fordham University with a B.A. in Communications, He was the News Director at the school’s radio station, WFUV-FM. He also has an M.B.A. from St. John’s University.

He is the moderator for the St. John’s student chapter of Society of Professional Journalists and the New York State Coordinator for the RTDNA.

Sponsored by:

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