Dispelling the Myths of Content Shock

Content Shock is the situation where there is so much content that it becomes pointless creating any as you content will never be seen. 

People have been writing about content Shock since 2014  This isn’t supposed to sound boastful but we haven’t ever had a problem. We still get people reading our content, we get engagement and people sharing it. You are reading this article after all. My suggestion to you reader is that if you read something on Content Shock people have a reason. That is that the people are usually (not always) in the game of “selling advertising”. Let’s not forget that LinkedIn does not make money from “social selling”, that is you can social sell without a paid copy of Sales Navigator. But, LinkedIn is a business and they make money from selling you LinkedIn ads and copies of Sales Navigator. Want to understand LinkedIn motivations then “follow the money”. There is a secret to good content marketing’s which is be insightful, be educational and tell me something I don’t know. But don’t forget that you don’t know a blog is any good until you have read it. Now, if I give you a 2,000 word white paper, you will thank me and store it in that file on your desktop “to be read someday”. If I give you a blog of 300 to 500 words you will read it now. If you like it, highly probably you will be back, time after time. Tell me about your products and services and I really don’t care and will pass. Why? I’m not interested in your company or your products. Period. So should you start advertising? Of course not.

We all know that “advertising is a tax paid by the unremarkable.

Yes, but advertisers are saying that advertising spend is going up. It is. Why? Because it’s not working. So people are spending more to try and get some sort of ROI (return on investment) on it. We all know that we ignore adverts, which is why advertisers measure it on “eyeballs” totally meaningless, why not measure it on revenue generated? Of course they won’t, I wonder why? We all filter out adverts, either through our own built in mental ability or through the use of ad-blockers whose use grows at 30% year-on-year. For some markets and for some people (Gen Z and Millennials) adoption can be as high as 70%. Which is why companies like Proctor and Gamble, Adidas etc are reducing advertising spend and moving the spend to social media. NB: Adverts on social media are not social media, they are adverts. No more than sponsoring a football match and having adverts around the football pitch makes you a football manager. So Content Shock? Rubbish! As I said above, keep your content, interesting, insightful and short and you should get people to read it. Related: The Difference Between Social Selling 2015 vs Social Selling 2020