“For most B2B marketers, we’re not at Mark’s dreaded saturation point yet. In fact, I don’t think we’re even close. Because content isn’t one big ocean, it’s a million little puddles pools, each addressing a specific issue for a specific audience.”
“The bad news: Mark is right: The saturation is coming. The good news: Most marketers will still suck at this for many years.”
You got it Doug. And in the suck stream lies the opportunity.
“We are a long way from the day when too much high-quality, Rainmaker-style content is being created. To repeat myself, there is not a glut of content that is useful, passionate, individual, and interesting.”
“When competition increases for ANYTHING (customers, attention, pizza sales, bird seed, real estate) smart players adapt and survive, and less-astute players continue to embrace the status quo and slowly dig their own graves.”
“As we enter 2014 we’re seeing a flurry of posts predicting a soon-coming Content Apocalypse. The contention is that as more and more marketers and business owners hear about content marketing, the amount of content will continue to increase exponentially, until it becomes too overwhelming, and most of it starts to get ignored by audiences.”
Response: Starts to get ignored by audiences? Most of it was, is, and will continue to be ignored. Why? It’s perfectly ignorable. I don’t see anything new starting here.
“The capacity for consuming content will continue unabated regardless of the amount of content available. For most people—as evidenced by the Northwestern study—it’s as simple as this: I can stand all the quality content you can throw at me, as long as it’s about the stuff I’m interested in.”
Q: Who really cares about content marketing?
A: Marketers (only marketers).
When I last posted here on “Content Marketing Minds,” I pleaded with y’all to stop worshiping the king that isn’t. In my article, “Content Marketing Minds: Content Is Only King of a Fairytale,” I campaigned to have you recognize the customer as the true king.
Truthfully, I find validity in all of the points of view above from many of the marketers I admire most. But with all due respect, I also find a degree inanity to it all.
Clearly, content marketing dwells atop the list of marketing tactics us marketers dwell on, but consider this simple take:
No one besides marketers gives a rat’s ass about:
Social media marketing
Here’s a downloadable and shareable version of the above:
Think about this when you do your marketing.
We have too much of every media. Too much television? Of course. Too much advertising. Definitely. But we have too much of EVERYTHING…
What to drive… what to wear… how to exercise… There’s no end to this list. Will we stop eating when the grocery store has too many items to choose from?
Mark Schaefer did us marketers a great service. He ignited an important conversation—but not a new one. The themes that emerged as a response were: do it smarter; do it better; focus on a niche; and focus on your customer.
Content shock isn’t the real problem. Content schlock is.