Every morning when I sit down in my office I do the same things in the same order.
I turn my computer on. While its deciding if it wants to function correctly, I go and fill my water bottle. By the time I return the computer is on. I check email. Then I peruse a few compendiums of marketing knowledge. Generally I read Search Engine Journal, Search Engine Watch, and Search Engine Land. I’ll also check out the Hubspot blog and the Marketo blog. This takes about 15 minutes.
Then I start my tasks of awesomeness.
Throughout the day I will come across other sites, company blogs, expert blogs and various other content sources. These all provide useful marketing information.
But here’s the question I’ve thought a bit about lately: can there be too much content?
I mean, really. Do we really need the 37,899 blog post titled ‘X Ways to Improve Your Social Media Marketing’ or ‘7 SEO Tactics for 2015.’ At some point, haven’t all of these lists been done before by 15 other writers? Is there a point of saturation at which no one–including Google–cares about new content anymore?
I mean seriously, some of this stuff is pretty darn repetitive. And we’re guilty too. I’ll admit, if you were to scroll through out blog, you’ll see various articles about call tracking. We probably wrote 100 posts about call tracking last year. Really? Does that much really need to be written about call tracking?
And how many lists do we really need? Every article written on a marketing topic ends up being made into a list. Look, I get it. People like lists. It gives readers a sense of how long the article will be before they dive in. Lists provide firm boundaries and to-dos that we are naturally drawn to. But hasn’t there been a list created for everything?
I like content–good content–as much (probably more) as the next guy, but at some point doesn’t it all just become noise? Doesn’t it just fade into the background? Is there ever too much content?
The NFL is the behemoth of American sports and American television. Football games routinely take 4 of the top 5 TV ratings spots every week in the Fall. And last Sunday night over 50 million people watched a first round playoff game. That’s 9 times the number of people that watched the World Series. Football rules the roost.
This morning NFL commissioner Roger Goodell made news by announcing his intention to expand the NFL playoffs to 16 teams (that’s over half of the league). There would be 4 more games on the opening weekend of the playoffs. He’s said previously that he wants to expand the league’s schedule from 16 games each year to 18 games each year.
There is, apparently, no such thing as too much football.
Or is there? Is there a point at which the market becomes so saturated that no one cares anymore?
That’s the question I’m asking with content. Is there a point at which the number of numbered list articles about content marketing, social media marketing, and SEO become too numerous to be useful?
The same questions can be asked of White Papers, webinars and other forms of content? How much is too much? Will we just stop paying attention at some point?
The answer to my questions is, ultimately, probably not. There will always be an insatiable desire for content. Why? Because we all want to learn, we all want to get better, and we all want to do our jobs more effectively. These desires are fundamental and don’t just go away.
And ultimately, those numbered list titles are just so appealing to click on. How can we possibly help ourselves?
(Below, please click on our White Paper with a numbered list title).
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