In early 2014, Mark Schaefer, a well-regarded marketer wrote a post on his blog called “Content Shock: Why content marketing is not a sustainable strategy”.
The idea being, more and more businesses large and small are jumping on the content marketing bandwagon. Brands are producing more and more content and it is becoming increasingly difficult for most of the content to be seen.
Mark argues that the online world has become incredibly noisy and even really great content is disappearing into the black hole of saturation.
So, with this overabundance of content Mark explained,
“to get people to consume our content, we actually have to pay them to do it, and as the supply of content explodes, we will have to pay our customers increasing amounts to the point where it is not feasible anymore.”
So, what do you think?
Do you believe in Content Shock?
Is there too much content on the web?
Is there a point where none of our content will be seen without paying to advertise it?
Let me know what you think in the comments.