Content Marketing Challenged By High Volume And Low Quality

Low-cost tools and technologies have made the masses of b2b marketers more prolific in creating content than ever before.  For example, visualization tools empower marketing to quickly manufacture colorful infographics and illustrations. Marketing automation systems empower marketers to send dynamic email drip campaigns tailored to individuals and their behaviors, at scale. And Web publishing systems and social networks have made it easier than ever to broadcast and share things at scale.

Also, new online marketplaces have connected low-cost writers and creative professionals with businesses that want to create copy and video quickly and inexpensively. Shrinking newsrooms have resulted in growing numbers of trained journalists and creatives with more time on their hands, which has accelerated this trend.

Meanwhile, search engines, social networks and perishable email inbox streams often incentivize increased manufacturing of content, with links and shares --though those links and shares too often are driven by eye candy, sensation and a need for attention.



So it’s no wonder we now have a cottage industry of evangelists that preach the gospel of “content marketing.”

The result is that a lot of people and machines are creating a heck of a lot of content. Volume is growing, but quality seems to be declining. That’s at least according to my inbox, the ads I’m served, and the content others pass along.

I love a good infographic, but it takes a lot of bad ones to eventually find a truly informative one. I also appreciate good emails and white papers. But most of them, particularly in the business-to-business realm, seem to be superficial, too salesy and often filled with spelling errors.

In fact, a lot of b2b companies that are publicly praised for "great content marketing" send me a lot of bad content too frequently. (I won’t name names because that wouldn’t be nice.)

Perhaps most companies don’t need higher volumes of content marketing, even though technology enables it. Instead, many companies need fewer pieces of content marketing, but of much higher quality, and targeted more precisely.

Tools and automation should be embraced, but not at the cost of quality.

Make sure your content rocks!

5 comments about "Content Marketing Challenged By High Volume And Low Quality".
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  1. Donald Frazier from OneVideo Technology, February 5, 2013 at 4:04 p.m.

    Examples of crummy infographics would help...

  2. Ted Rubin from The Rubin Organization / Return on Relationship, February 5, 2013 at 4:31 p.m.

    Totally agree Max. If you are creating content at scale that does not connect with the consumer, and is not contextual, you are simply trying to game the SEO.

    Start thinking about driving retail sales through the coordinated creation of social media "stories." Storytelling that connects emotionally. If done correctly this will connects shoppers with brands and retailers they use in their daily lives and drive conversations on a wide variety of social platforms. Stories will build consumer engagement and brand loyalty, ultimately leading to increased sales.

  3. Pete Austin from Fresh Relevance, February 6, 2013 at 7 a.m.

    Cries out for links to data/examples. These are not rocket science, look here's one:

  4. Max Kalehoff from MAK, February 6, 2013 at 9:02 a.m.

    Donald, Ted and Pete: I thought about including evidence to back up my point. I decided to not include examples because my point wasn't to out individuals, which that would've done. The fact is that examples of low quality are easy to find, and examples high quality are difficult (and get lost in the sea of low quality). But feel free to post them in the comments if you so desire.

  5. Joop Rijk from LR Communications, February 6, 2013 at 5:35 p.m.

    As long as SEO’s and link building professionals are getting an attractive ROI on content marketing with mediocre or “good enough” content that passes the Google Panda filter without any negative impact, the influx of high volume, low quality content will continue.

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