If you’re a marketer, you may very well be getting tired of hearing about content marketing. My friend Shari Worthington recently reminded us that there is nothing new under the sun, even when it comes to inbound marketing, choice-based impressions and content marketing. While that debate can (and probably will) rage on about whether or not these are new concepts, one thing is pretty certain:
The content marketing tsunami is coming to an industry near you.
Soon.
Content, Content Everywhere
I’m involved in many B2B industries that have not caught on to either the inbound marketing or content marketing movement yet. That’s good news and bad news at the same time. The good news is that not only is the playing field open, there’s barely even anyone warming up. The bad news is that if you aren’t the first or second team on that field, it’s going to be really difficult to get into the game.
If you aren’t in the game yet, here’s a glimpse at your future. Business Insider observed today that The Shockingly Low Price Of TVGuide.com Goes To Show How Little Content Is Worth Online. Their site enjoys 24 million visits per month, but Yahoo! is reportedly considering a relatively paltry bid of $20M. The basic laws of supply and demand tell us that as the quantity of content increases, its value decreases. It also means that it becomes that much harder for people to find yours.
Many executives and marketing managers aren’t diving into content marketing because it’s a lot of work and they have a hard time envisioning the ROI. That’s another way of saying “Nobody else is doing it, so I’m not going to be the first one.”
But that’s precisely the right time to take the field.
