March 23rd, 2007 by Bob Bly
Forget global warming and pollution from greenhouses gases….
The pollution I’m worried about is “content pollution.”
There is an overwhelming amount of content created every day on this planet — far in excess of our ability to absorb it.
For instance, self-publishing guru Dan Poynter told me the other day that there are 200,000 books published each year.
That works out to 4,000 new books a week — 800 new books every business day.
With all that content bombarding the consumer, how can we, whether we are content writers or copywriters, hope to grab even a small slice of the reader’s attention?
One writer — and I have lost track of the source — says that content pollution means branding will become increasingly important.
Unable to read and consume information on which to base buying decisions, consumers will increasingly rely on brand preferences.
Yet something seems off here: despite content pollution, the educational approach to marketing — using content rather than sales hype to sell — seems to be growing and working better, not declining.
If it’s true that people have too much to read and not enough time to read it, why is offering a free white paper still a viable marketing tactic?
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