B2B Myth of the Week: Content Marketing Is Overcrowded, Oversaturated, and Useless

by Emily Swet

Content Marketing is Overcrowded

The Myth: Content Marketing is Overcrowded, Oversaturated and Useless

The Fact: Content Shock Can Be Your Strategy, Not Your Roadblock

White papers. Emails. Ebooks. Long Form. Blogs. Infographics. Videos. Influencers. Vlogs. It’s official. We have finally reached Content Shock status. The exponentially increasing volume of content is exceeding our human capacity to consume it. As a result, we are becoming far more selective about what we want to see and engage in.

Before you throw up your hands over another fleeting marketing trend, take a pause. Content isn’t going anywhere. (If it was, why would big brands like Unilever be investing in in-house content creation studios?) Content saturation isn’t your white flag, it’s your call to arms. You’d be sorely remiss to think it was time to give it up.

Your customers still engage in content 100%. And your competitors utilize it full-tilt. According to Forbes, 89% of B2B marketers report they use content to increase leads and drive their brands forward. Fine-tune your content program now, or get left behind. To stay in the game, you need a focused, aggressive strategy based on human experience.

From now on, your content strategy needs to:

  • Be written directly for each of your customer personas
  • Create an immersive experience
  • Determine when it makes sense to pay-to-play
  • Have a clear-cut customer payoff
  • Include video
  • Use data to gain a competitive advantage

If you think content marketing is overcrowded, you’re right. But have a look at these false predictions of the past, then ask yourself: can your brand afford to stand this one out?

 

Be the first to comment “B2B Myth of the Week: Content Marketing Is Overcrowded, Oversaturated, and Useless”