Free Guidebook: "The Ultimate Agency Guide to Video Marketing"
In Issue 9 of Agency Perspectives, we looked at the phenomenon of
“content pollution†and what it tells us about the current state of content
marketing. By now, it’s pretty clear that the practice of content marketing
as a core business initiative has “crossed the chasm†for both large and
small companies all across the globe.
In a recent report, the Content Marketing Institute shows that a whopping
91% of B2B marketers now consciously deploy content marketing as a
major part of their overall marketing strategy.
Among other things, this means that Internet users are awash in
content, which leads some marketers to worry that their audiences are
experiencing “content shock†or “content fatigue.â€
It’s certainly true that despite working harder and harder at making
content, a lot of us aren’t seeing better and better results. But with the
ubiquity of content, and as people become nearly inseparable from
their phones and laptops, there’s little doubt that we’re consuming more
content, not less.