Some maintain that the King has become the janitor (in B2B) or is dead, no matter the brand situation*. Here's another view.
*Graham Robertson, Beloved Brands
IT'S A CRAZY content WORLD
The world generates an incomprehensible amount of content every day.
For example, every minute, 500 hrs of video are uploaded!
Add to this: every week, we read about what brands should be posting, how to do it, where, and how often. Loads of experts extolling the virtues of posting content multiple times daily.
It's no surprise, then, that not only do we have the challenge of content saturation, but a quantity-over-quality mindset is being encouraged.
The hungry content machine
Once you start posting multiple times daily, you're likely to fall into the trap of posting for the sake of posting.
But content creation is a hungry machine, and when you're on the treadmill to feed the machine regularly, sourcing and creating fresh content will be a tough ask. So, you’ll be obliged to reuse and re-purpose content. A lot.
...every minute, 500 hrs of video are uploaded!
This risks quality being diluted and the value of content being diminished.
With an increase in the volume of poorer-quality content being published, the result is that quality content is getting lost.
So, no, I don't believe content is dead. But lousy content is.
I outline this in another edition of Firebird Brand Tales.
[Yes, the visuals are all AI-generated. Some could be better; it's a process.]
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