Saturday, June 27, 2015

White Noise

Too much content is killing content marketing, says William Yates, an executive with the UK-based digital agency Novacom.

Marketers know full well customers are time-starved, but continue nonetheless to spew "protracted blogs, long, drawn out how-to articles, and over-written so-called white papers."

Most of this content is "textual junk," Yates says; and the oversupply threatens to turn marketing communications into "marketing white noise."

In fact, Yates contends, a transition is already afoot: customers are becoming more discerning.

"Discernment is the other side of the transition coin, and as this side of the coin is flipped and hits the sunlight, and discrimination prevails, so this incessant stream of nonsense will be perceived for what it actually is: valueless."
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