Whether we like to admit it or not, we live in an era of content saturation. As MarketingProfs research shows, more than two million new articles get published every day. And, by the looks of it, this number will continue to grow over time.
People are now drowning in content. And that’s negatively influencing both readers and publishers.
For the readers, this constant new tidal wave of content is making it hard for them to stay in the loop and control the type and amount of information they’re consuming. As a result of that, they’re growing impatient and resilient to everything that’s being thrown their way.
For publishers, the content saturation phenomenon is directly related to the change in their readers’ behavior. The more resilient their readers become, the harder it becomes for publishers to break through the noise and instigate genuine engagement.
There’s only one solution to this problem: investing in better quality content.
For most publishers, that’s easier said than done. Those who make their bread and butter online through selling ad space on their website believe they are basically conditioned by their business model to up their production and constantly churn out more and more content.
At least, that’s what most think.
However, we at Content Insights know better. The success of our clients has taught us that publishers can achieve so much more with less if they invest a bit of energy to truly understand their audience and produce content that’s always in line with their readers’ interests and which is – as a result – less likely to become immediately dated.
Digital Platforms & Tools
