Content, Content, Everywhere

Jasper Sadubin is a Social Director at OMD Word Sydney, navigating the world of social influence and emerging communications platforms.



Content may well be king, but that doesn’t make it marketing’s silver bullet. Let me be clear, content is amazing. Humans love stories that entertain, help, or inspire.

The challenge for marketers trying to tap into this is: content is not a scarce commodity. There is an absurd abundance of content that we see, on Facebook, on Instagram, on Snapchat, on TV, on news websites, on YouTube, on blogs… and much much more that we will never see. On YouTube, 500 hours of video is uploaded every minute, much of which will never amass more than a couple of views.

And when there’s a practically infinite supply of content, and a finite amount of time in our lives, there is only room for great content. Audiences have become content connoisseurs, incredibly discerning about what they make time for.

Unfortunately though, the belief that this great content will rise to the surface is a myth. The ratio between so little time in our lives and so much content means that this simply doesn’t happen on its own, and over time it will become harder and harder.

Mark Schaefer coined the term Content Shock in 2014 to describe this. He breaks it down in economic terms, where the volume of free content is exploding at a ridiculous rate, relative to our fixed ability to consume content.



The world is unlikely to reduce the rate of content creation any time soon. But as marketers we can take stock of the situation and adjust our approach.

Fewer, bigger, better is more important than ever. Just like the proverbial tree in the woods, if brands create content that no one sees, does the content make an impact?

We need to show restraint, and invest in a smaller amount off high quality content, with budgets then focussed on distributing it to the right people at the right time.

A smart amplification strategy is critical to driving success with content marketing. It’s a matter of properly utilising your paid media channels like Facebook, Instagram, Snapchat & Outbrain to scale the impact, and reach the right consumers at the right time.

Properly considering your owned channels is also more important than ever – if you’re investing in driving people to view content, there’s a compelling case to drive people to your own brand’s site (where they can easily learn more, make transactions) rather than someone else’s.

Content marketing? Make it great, and make sure it gets seen.


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