I while back I wrote a tweet. This tweet was about content marketing. Content marketing is becoming so widespread and a demand for digital marketing that everyone is writing something “important” for getting a gaze of the prospective client. How does it work?
Say I write on Social Media Marketing, I keep on bombarding my content on Slideshare, LinkedIn, Facebook, Twitter, post blogs, infographics, case studies and Quora (there seems to be no end to the list) etc etc just to get Google/Yahoo/Bing notice me and my content. Whenever a prospect searches for “Social Media Marketing” my name should figure out in the results in say first page.
It seems this is becoming a race to remain relevant. To be more precise an exercise to just remain where we actually are! Over time, we would realize that we are not at the driver’s seat in “content marketing” type of exercise. The algorithms of Google/Yahoo/Bing are driving us. Instead of we doing what we want to, we are driven by the “outer factors” to take action!
Let us take an example of a treadmill, the treadmill moves irrespective of man walking – yet goes no where. Who is driving that treadmill? Not the man walking on it. I have written earlier about this blind race we all are running, but have we ever thought where are we going? Are we actually seeing or just blindly running on a Hedonic treadmill?
I think – like anything else – content marketing is going to follow laws of diminishing returns – we’re on a treadmill (of content marketing), we don’t know how to stop it. We don’t know when will we get satisfied. But it’s for sure we are on the path of diminishing returns having more of something doesn’t make us happy (content).
Hedonic treadmill is a concept for our daily life just came across this interesting article on Jumping off the hedonic treadmill here