Why content marketing is not a sustainable strategy…or, is it?
1:21 – This episode is based off an article by Mark Schafer, “Content Shock: Why Content Marketing is Not a Sustainable Strategy“.
2:00 – Mark believes we’re on the brink of “content shock”, a point where there is more content being produced than we have the ability to consume.
2:45 – By 2020, there will be more than 6X the amount of content being produced today.
3:13 – In 2009, most of the popular videos were from amateurs, but now most are from larger companies with big spends.
3:45 – Shell Holtz says this isn’t a real concern, there will always be enough people to consume the content.
4:15 – Nathan disagrees with “content shock”
4:30 – Jacob counters by suggesting that content is improving, pushing out competitors, making it more difficult to break through.
5:25 – Nathan: It’s a per-platform type of issue. Each platform will have different difficulty levels to breaking through.
6:00 – Paxton: We’re thrown off by stats on how much content sits online. Most content is produced by bots and is seen by no-one. That shouldn’t be included in the previous calculations.
7:10 – Paxton: The amount of good content on the internet remains the same as it was in the past. What’s growing is the amount of bad content.
7:45 – Paxton: Good content will rise to the top. It’s rare when really good content is buried and undiscovered.
8:23 – Jacob: At some point, there will be too much GOOD content for us to consume.
8:55 – Paxton: Your definition of good content is limited. Content that WAS good, isn’t good anymore simply because it’s old. Content has an expiration date, which means that we’re not going to reach that “tipping point”
10:30 – Jacob: The speed at which good content comes out will exponentially grow because you NEED to produce great content. People are learning that, and thus more great content is being produced.
11:25 – Paxton: Very few people have the ability to produce great content. Even though people know they need to produce good content, most people CAN’T.
12:05 – Brandon: The reason we visit sites is for the content. Content marketing will never die. It’s what motivates us.
13:00 – Brandon: Content marketing won’t die, types of content will.
14:03 – Brandon: Smart marketers will move on when different platforms get too crowded, which prevents us from hitting a tipping point.
14:45 – Jacob: In the article by Shell Holtz, he says that this isn’t the first time that someone said content will overwhelm a population (dating back to the bible), and it’s never happened yet.
17:02 – Jacob: If it’s based on platforms, then what’s the next platform?
17:24 – Brandon: 360 Videos.
18:24 – Paxton: The idea that we’re consuming more content then we’ve ever consumed is false. We’ve been consuming the same amount of information as we’ve always been.
19:11 – Nathan: That’s if you define information as visual stimulation to the brain. More information can register in your brain with differences in that stimulation.
20:00 – Paxton: The amount of information into your brain as you’ve always been. Makes a comparison with food and content.
21:09 – Paxton: The actual fear arises from the fact that our attention is splintered rather than the amount of content we’re consuming.
21:45 – Jacob: There’s a difference between active consumption and passive consumption. Different kinds of content affect us differently.
22:12 – Paxton: The point is that the amount of information we absorb has always been the same.
22:45 – Nathan: You can’t ignore the fact that we have more access to knowledge than we have ever had.
23:05 – Paxton: The idea that you can observe more now then you could before is false.
23:40 – Jacob: Tons of content is irrelevant. While there is a lot of content, people (consumers) are drawn to what they’re interested in. People naturally filter out what they don’t want to see.
24:58 – Nathan: But what if you can’t actually find the content you want to see? There’s decision overload.
25:50 – Jacob: We don’t need to worry about content overload or content shock. If we get close to a tipping point, we’ll move on to another, less-crowded platform.
26:48 – Nathan: Moore’s Law. The speed of technology should double every year, and they find a way to do it regardless of physical limitations. That could apply to this idea of content shock and a content tipping point.
28:20 – Brandon: We consume content on social and search. It’s the admin’s responsibility on each platform to make sure users are getting good content. Marketer’s have nothing to worry about regarding content shock. Just don’t repeat your past practices until they don’t work. Keep innovating.
29:35 – Paxton: Not a fan of the article. Your time is better spent on learning how to tell a good story rather than worrying about content shock.