Content Shock: How Bloggers Became Bloviators

Posted by Emily Bailey

January 28, 2014 at 12:02 AM

In every industry in the history of ever, someone comes along and declares that industry as DEAD! Or at least, approaching its death. A couple weeks ago, Mark Schaefer introduced his theory of content marketing's imminent doom as "content shock." Naturally, the content marketing world - including my own boss - was up in arms and responded with their own expectations of the future.

content-shock-bloggers-became-bloviatorsTo sum up content shock, it's the theory that there will be so much content on the Internet that businesses will not be able to sustain production of quality content to keep attracting their audience's attention. This will result in a collapse of the content marketing industry because brands will no longer be able to afford the type of content they need.

For those companies and industries that rely heavily on content as a revenue-producing asset, this news might be kind of scary. If content marketing isn't sustainable, where should we focus our efforts now?

If you're not sure what to make of this theory, I've collected the top articles from industry leaders to help you understand the varying views and decide for yourself whether your own brand is at risk.

1Content Shock: Why Content Marketing is Not a Sustainable Strategy »
In this post, Mark Schaefer introduces the content shock theory. If you haven't read it yet, you should to fully understand all the responses below.

2The 3 Ways to Succeed at Content Marketing When Everybody in the World is Doing Content Marketing »
Jay Baer stands on the side that believes content shock is a myth, and that marketers need not fear it as long as they are doing these three things.

3Nuances In Content Shock »
Chris Penn originally wrote a post on the role of PR and how marketers who do not want to suffer from content shock need it. Some marketers found this stance to be a contradiction - it acknowledges that content shock is a real threat while also claiming that content marketing is part of the solution. Here's what he had to say to that.

4Surviving "Content Shock" and the Impending Content Marketing Doom »
Sonia Simone, Chief Content Officer and co-founder of Copyblogger, is not at all worried about content shock. In fact, she hates content marketing. Find out why.

5Content Shock: Why Earned Media (Not Quality Content) Will Save Content Marketing »
This is where our own Director of Marketing chimes in. Learn what he believes will be content marketing's saving grace.

6Six Reasons There Will Be No Content Shock »
Shel Holtz gave a very well-thought response that had many industry leaders shouting "Bravo!" Here are six reasons she believes content shock will never happen.

7Six Arguments Against Content Shock »
To sum this all up, Mark Schaefer took the time to address the major objections to content shock and why he believes these arguments are dangerous to believe.

Now that you know what the experts have to say, I hope you're able to come to a conclusion yourself. Kudos to Mark Shaefer for inspiring so many conversations and well-thought responses. This gave marketers an opportunity to consider their content strategies for the year with real substance beyond the typical 2014 content marketing predictions that were flooding the web.

Will you change the way you approach content marketing?

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