Massive content creation
A few years ago the hype of content marketing started. At first it proved to be really successful. Meanwhile most marketers create or let create ever more content hoping to catch the attention of the potential customers. This massive content creation will only increase adding on to the large volumes of content already present on the Internet which is content overflow.
As content is the hype, the word content is used in all possible contexts in order to sell marketing services.
Marketing agencies have shifted their business services from SEO, copy writing and advertising to content creation and social media influencers.
Quality content ?
Not all content has the same quality and value. It is utmost necessary to create quality content as lesser quality content can harm more than bring additional sales. However it is hard to define what is quality content and create quality content as it not only requires creativity and skills like writing or imaging, but also knowing what to write matching the interests of the target market segment. In the end the content produced needs to be consumed by the potential customers and preferably ‘liked’ on social media or forwarded to peers.
As new concepts, creativity and producing quality content are not standard services you can order or self-produce easily, it is likely much of the content created has and will have a lower value due to:
- Copy content
- One or two concepts or ideas are being spread over many pages
- The same concept or solution is repackaged many times over
- Nothing new but old stuff
- Not unique
- Avoiding the innovation as it is too disruptive
The end of content marketing hype
In the end we will be flooded mostly by average or even crappy content that nobody takes interest in.
This might lead to the end of the content marketing hype as too much content and especially non-quality content will tun people off.
If you can only publish you quality content as it will increase the perception of your company or brand.
How would you describe and evaluate your content ?