It wasn’t that long ago that I got an iPhone. I must admit, my blogging, posting, tweeting and enjoying apps and new social sites has increased exponentially. It’s even opened up my eyes to new possibilities for marketing. As I consumed myself with this thought, I began thinking even more about content marketing. Hmm, how many other people have increased their mobile usage as well as their content marketing efforts like I have? Let’s take this a step further and put on my business hat. Is there an actual ROI for this action? And, when does content marketing become too much? – I figured Siri might know the answers to these questions, thus the title for this blog.

What Is The Cost Of Content Compared To The Return?

This is a very good question, one that I am not fully prepared to answer. However, I do have an opinion. I did see an article on LinkedIn called Marketing, the Chase Continues in 2014! It discusses the concept of diminishing returns in content marketing. Although, I do not embrace the concept of content marketing having diminishing returns like the author does, I can understand how people and brands may think that.

Content Shock

The topic of “content shock” also came up in this article. Keep in mind; content marketing is the associated term here. As I frequently visit websites, blogs and social sites, I am consuming content at ultra-high levels. I rarely experience content shock. Maybe the reason for this is that I am mostly immune to the negative effects of large amounts of content coming into my brain on a minute-by-minute basis. I am accustomed to reading and writing about marketing and digital pretty much 24/7. Call me a geek, I know.

Content in my mind is defined as alarming or disconcerting content that is abrasive to my way of thinking. I do not think content marketing fits this description. I typically only see this on banner ads that lead to sites that I don’t go to, or a blog post in which a writer is ranting about a highly controversial topic and they want to make sure everyone knows their opinion is best. I don’t share those and hardly ever read through articles like that because negative rants are not interesting to me.

I guess at some point there will be diminishing returns if the market is fully saturated with quality content. However, I do not think that will ever happen. Maybe I should ask Siri. “Siri, when will content fully saturate the worldwide web?” — let’s start there. is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland




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