Let’s fast forward one more time to 2014 and look at the two factors that impact the economics of content marketing — the amount of content available and the amount of content consumed (supply and demand).
Of course the volume of free content is exploding at a ridiculous rate. Depending on what study you read, the amount of available web-based content (the supply) is doubling every 9 to 24 months. Unimaginable, really.
However, our ability to consume that content (the demand) is finite. There are only so many hours in a day and even if we consume content while we eat, work and drive, there is a theoretical and inviolable limit to consumption, which we are now approaching.
This intersection of finite content consumption and rising content availability will create a tremor I call The Content Shock. In a situation where content supply is exponentially exploding while content demand is flat, we would predict that individuals, companies, and brands would have to “pay” consumers more and more just to get them to see the same amount of content.
You’re talking about what is mainly regurgitated content, repeated from one blog to the next and the next and then shared on social media too. There is still a “market” for fresh and original content – something which has not been duplicated and repeated and made to suit the almighty Google.
Niche blogs from people who actually are a source of information, an authority on their topic and artists who still create something of their own will still have readers.
The problems will be copyrights, not having content ripped off (shared without permission). With so many content marketers, content curators, social media and Google rank obsessed people it is not so hard to get original content picked up and shared around. The hard part is keeping the source link (the artist’s link) with the content.
There is a lack of original content and the marketers are quick to dive in when they actually find something unique because it is becoming harder to find something that hasn’t already been shared and overshared.