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More brands and people continue filling the channels with their blogs, infographics, white papers, etc. As a result, we’re experiencing a deluge of content, most of it suffering from over-messaged, self-important corporate sales talk, or worse, shoddy workmanship.
There’s no better example of this issue than our own marketing space where the effort to produce consistent content creates an ever increasing level of drivel. In fact, there’s so much “me, too” content, getting beyond a headline skim requires some real shake-up in the social media marketplace or a dramatic post. When readers find themselves inundated with ever increasing quantities of the same, creators find themselves producing content with diminishing value.
The situation devolves to the point where content becomes spam. We all know what happens to spam. It doesn’t get read, it’s unsubscribed from, deleted, and relegated to the annals of digital indexing somewhere deep in Google....
This post is a very thoughtful look at the challenge of keeping content and content marketing relevant, fresh and meaningful to audiences. Recommended reading.