Content Strategy Sessions: The Secret to Cutting Costs

February 2013 was the year “content marketing” started picking up real steam.

It got so popular that businesses grew curious and started searching Google for any information they could get on creating content that would help them grow.

It’s become significantly harder for these teams to get results from the content they’re publishing – especially for those that don’t already have an engaged audience.

A 2019 SEMrush survey revealed that 54% of 1,200 marketers in a 2019 survey say their top content marketing challenge is “creating content that generates quality leads.”
Every organization has made it a point to “educate” their audience on a daily basis.

They’re on LinkedIn, Facebook, YouTube, in the blogs, emails, SMS, incessant push notifications (you name it!) creating bazillion amounts of content.

Unfortunately, the supply of content they (and we all) now produce is far more than what most people can take in.

Veteran marketing consultant Mark Schaefer called this the content shock in 2014, just a year after Google reported that the term “content marketing” had reached an all-time high in popularity.

In other words, the rise in popularity and use of content marketing led to the content shock.

Yet, managers are breathing down the necks of their marketing teams, asking for returns from their spend on content.

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