A Clear Path for Marketers to Surviving Content Shock

Ecompromo | September 8, 2015 | SEO Resources

Posted by EricEnge

Yes, we all know that content marketing is all the rage. More and more brands are embracing content marketing as a basic way to engage with the community at large, and to build credibility, trust, and relationships with potential customers.

You’ve probably also heard about content fatigue, or the oncoming content glut. Mark Schaefer attracted a ton of attention on this topic with his post, “Content Shock: Why content marketing is not a sustainable strategy.” A key part of his thesis is that each human “has a physiological, inviolable limit to the amount of content they can consume.”

He then goes on to say that “deep pockets win,” that the entry barriers will become higher and higher, and that the level of investment that one will have to make in content to win will become impossibly high for most businesses. Many responded with counter-arguments, including this article by Joe Pulizzi called “Content Shock: Worrisome Trend or Content Marketing Myth?,” in which he includes a reprint of an article by Shel Holtz. These articles takes issue with the notion that content marketing is not a sustainable business strategy.

Just yesterday, Moz published a study that it did …read more

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