Writing at businesgrow.com on January 6, influential blogger Mark Schaefer postulated that content marketers are in for Content Shock, “the merging marketing epoch defined when exponentially increasing volumes of content intersect our limited human capacity to consume it.”
In other words, too much to read and not enough time. But is Schaefer right?
On January 7, Christopher Penn took on the topic in his shiftcomm.com response. “Mark makes the point that deep pockets will win the content marketing battle, to the extent that it can be won, and he’s correct. Any content marketing effort absolutely must have paid media behind it to help it grow. The days of “build it and they will come” are long, long gone.”
Not everybody who commented at Mark’s post agreed, of course. Brian Clark, founder and owner of copyblogger pointed out that “If content (something people want) is doomed, then advertising (something people allegedly don’t want) should already be dead … you raise a valid issue Mark, but have come to a sensationalist and untenable conclusion.”
Joe Pulizzi added, “This is where so many brands go wrong…they think they need a lot of readers/engagers to be successful with their content marketing. Sometimes, it only takes one (some content programs are geared toward just one company, or even, one individual). That is why this thing is so powerful.”
Industry legend Shel Holtz blogged “Six Reasons There Will Be No Content Shock,” including [my favorite] “We are mainly consumers of niche content.” Shel’s right. All that content out there has nothing to do with us. We choose what we read and always have.
A host of other blog commentators had opinions about Schaefer’s posit, too. A few even had solutions.
1. Be local and give back.
2. Build and connect with a “tribe.”
3. Listen more than tell; connect at a deeper level.
4. View “content” as a transition, not a destination.
5. Interact more with the audiences you already have.
6. Master engagement, customer service, and rapid response.
My favorite resolution is the discovery and application of better filters to drown out the noise we don’t want. Moreover, as times/technology/innovations unfold, new content will continue you to be in demand. After all, if content marketers don’t, who will explain and analyze what’s happening now? As for old content, it will, over time, just sit there, unnoticed, someplace in the digital archives, replaced by the fresh content we do want.
That’s why I’m not worried about content fatigue. How about you?