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The article “Content Shock: Why Content Marketing is not a Sustainable Strategy” discusses how the popularity of content marketing could lead to its demise. It is suggested that the belief that content marketing is effective spawns more content, leading to a glut of marketing messages that has plagued traditional media for years.
After reading Mark Schaefer’s predictions about the future of content marketing, where do you stand on the following questions:
- Is content marketing doomed to the same fate as mass media advertising, perceived as clutter in the media landscape? Why or why not?
- What are key success factors that company or brand must meet to make content marketing a sustainable strategy?
Answer:
Regarding the first question, it is true that an overabundance of content can lead to “content shock,” where consumers become overwhelmed and less responsive to marketing messages. However, this does not necessarily mean that content marketing is doomed to the same fate as mass media advertising. Effective content marketing, if executed well, can still provide value to consumers and achieve the desired outcomes for the brand.
To make content marketing a sustainable strategy, companies and brands should focus on creating high-quality, relevant, and valuable content that addresses the needs and interests of their target audience. Additionally, they should diversify their content formats and distribution channels, and continually measure and adjust their strategies based on data and feedback. By prioritizing the audience’s experience and being strategic in their approach, companies can ensure that their content marketing remains effective and sustainable over time.