‘Four things brands must do to overcome content shock’ – EConsultancy
Jeff Rajeck says, “If you haven’t yet heard of ‘content shock’ then you may be an unknowing victim of its effects. Here is what you need to know about it – and how you can avoid it.
In his seminal blog post, ‘Why content marketing is not a sustainable strategy’, Mark Schaefer defined the term ‘content shock’ as the time when ‘increasing volumes of content intersect our limited human capacity to consume it.’
That is, the time will (or indeed already has) come when the total amount of human attention is not sufficient to consume the content that is created.
What this means for brands is that, after content shock, the content that you spend your valuable time producing may never actually be read by anyone and could be a total waste of time and effort. Content shock exhibits itself through indicators that marketers are becoming increasingly familiar with: low click-through rates, high bounce rates, and fewer conversions and qualified leads”.
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