Undoubtedly you’ve heard the expression “content shock,” coined by marketing expert Mark Schaefer.
The idea that there’s so much content out there, people are tired of content altogether? That no one’s giving new content a chance? That it’s too hard to get new content seen?
Not buying it.
I think what’s happening is simply this: People don’t want “content.”
They want answers to questions. They want a few minutes of entertainment. They want to learn something new. They want what they were searching for in the first place.
To reach our audience, we need to stop creating content and start producing the best answer to their queries. Companies that adopt this content marketing strategy tend to top search engine rankings (Top…rankings…there’s an agency name in there somewhere, I can feel it).