2/1/2016 3:39:16 PM | less than a minute read

Another view on "peak" content

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Adam Elgar

Co-founder

Get in touch

Adam Elgar

Co-founder

Chris Brogan

's view is that the "junk" content available online will start to fall away during this year. I do hope he's right, it really isn't of any benefit to be barraged with content that is not of interest to you.

However, I don't think he's arguing that content will fall in quantity over all; just that it will become ever more tightly-focused.

This will pose interesting challenges for marketers in organisations with multiple specialisations, with a need to embrace technologies such as marketing automation services to ensure that the right content is suggested to the reader.

One-size fits all publishing in an ever more specialised marketplace will make less and less sense.

Chris is convinced that content marketing will evolve into a much bigger opportunity, provided companies work at making the content useful and pertinent to the people they hope to serve. He predicts junk content will fall off as people see its failure to convert. Ultimately, he thinks more organizations will stop treating "social" like it's an island and will tuck it into marketing, sales, and customer support where it belongs.

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