Recently I’ve been exploring the idea of no-content marketing, which is what I think will come after the content marketing gold rush — when abundance becomes surfeit.
So whatever marketing content you produce had better be useful.
Longer term, though, even that won’t be enough. Much marketing will need to stop being content at all.
— Spencer Critchley, “Make Yourself Useful: Create Marketing People Actually Want,” Huffington Post, Dec. 6, 2013.
Content marketing is all the rage right now. But in the information age — when the answer is just a search away — can those who provide the answers become the brands we love and trust?
Or is it just more bullshit?
As people, can we stop loving and trusting brands? As brands, can we stop trying to make them?