A relatively new idea in the content world involves the notion that content marketing will become less and less sustainable for businesses as the amount of content on the internet continues to grow. Respected business consultant Mark Schaefer called the idea content shock last year, and it’s been widely discussed ever since.
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The fact that mobile devices are taking over an industry once dominated by PCs is a well-established trend. Smartphones have been outselling personal computers for years, and 80 percent of internet users now own a smartphone.
First came the addition of mobile usability features to webmaster tools. Then it was announced that mobile usability will absolutely become a ranking factor in mobile searches. Then came the announcement that Google’s mobile-friendly algorithm will begin it’s rollout on April 21.
The notion that the absolute best content will always get noticed without needing any promotion is slowly fading away. While valuable content will always beat out content of low quality, the sheer amount of content being published every day gives even the best pieces little chance of getting noticed on their own.
The hesitation that many businesses express when deciding whether or not to execute a content marketing campaign is understandable. Content marketing is still a relatively new approach, and it can often be difficult to measure any given campaign’s return on investment.