Are We Headed For A Content Marketing Bubble?

Are We Headed For A Content Marketing Bubble?

We’ve had a housing bubble, a bubble, and a stock market bubble. Now are we headed toward a content bubble? On Facebook alone 1 user can be exposed to over 5,000 stories on their app on their phone during 1 check. Total for the day (depending on how many times you check) up to 15,000+ stories per day.

So yeah, it’s possible there’s a bubble and it’s going to pop in the near future.

Marketing and advertising have saturated our lives, and I know, what else is new? But trends are one major thing that is causing the overload. There’s no more due diligence, marketing strategy, proper content integration, or valuation of the media used to keep up with the latest trend to best deploy your brand product or services to market.

Don’t get me wrong, I like trends and they have value, but we’re now a trend driven society. If it’s not a Chewbacca mask now, it’s PokemonGO next. It’s hard to keep up and do the homework before jumping on the latest bandwagon.

All in all, one major thing to note, there’s a difference between a marketing strategy and marketing channels. Facebook is not a strategy, it’s a channel. And like other trends social media is often used incorrectly or not properly to market something.

Reddit is not a place for you to promote yourself, you’ll get banned, fast, because it’s run by users. But Facebook is a good place to start for most business owners. It offer business pages, ads and opportunity to reach your audience where they are. For greater engagement groups are available for specific needs or topics.

“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
– Joe Pulizzi, Content Marketing Institute

Unique and Valuable Content

Two things that we hear a lot, but don’t always have a clear understanding in the hustle of marketing. How is there anything left that is unique? What’s more valuable about this post for example than a post on this subject from Forbes? Content marketing has taken on new names, like Inbound Marketing, but it’s still serving content.

A side note: Start thinking about serving information that helps your readers not just content to market, rank and promote your company.

What we do know is that Google uses over 200 ranking signals in determining rankings for search. Backlinko keeps a running tab of these signals in its Google’s 200 Ranking Factors: The Complete List.

Value is all about perception. Examine what your audience (or followers) are clicking on and reading. If you find they’re reading and taking a hard look at your team, start highlighting your team in your brand more. What makes your brand, based on your team, valuable to the customers that can solve their problem?

SEO and Content

Articles are every where and let’s face it, no matter what your strategy is, you need copy (i.e. words) to be published on your pages to get ranked. Search engines want copy, images, videos, and all the millions of other pieces that go into a page to make it relevant, and appear useful to users. But what about those pictures and videos?

Pictures are content too, not just pictures

Pictures can evoke a emotional response that can trigger the viewer into a purchase or choice. If you are not wise in your choices of a photo with your website or ad, you could sabotage your entire campaign or businesses online presence. That’s incredibly powerful, so make sure your image matches the tone of the content.

Videos are content.

People stay engaged on a website longer if there is a video. Studies as far back as 2013 have shown that video has had a major impact on content marketing.

82% of marketers confirm that video marketing has had a positive impact on their business.

Like photos a wise decision should be made on how to use it and what kind of videos work.

  • 93% of marketers are using video in their campaigns
  • 84% are using video for website marketing
  • 60% are using video for email marketing
  • 70% are optimizing video for search engines
  • 70% will increase spend on video
  • 82% confirmed that video had a positive impact on their business


If you would like help with your content strategy, or if you have any questions about your current content content strategy let us know in the comments below.

I have been in marketing and technology for more than 20 years and have worked in many industries and worn many hats. From independent consultant, to cooking school, to establishing technology centers, it was a Spirit led adventure that landed me in the president & owner’s seat at Element 502.

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