We let the facts do the talking.

Content Shock

Part 1: The Definition

Content Shock: The emerging marketing epoch defined as when exponentially increasing volumes of content intersect our limited human capacity to consume it.

Mark Schaefer, the author of multiple best-sellers educating readers on digital marketing, keynote speaker, business consultant, and a holder of many other notable titles, introduced a beautiful concept that is set to revolutionise marketing tactics in 2019 – The aforementioned content shock.

Per his definition, content shock is more of an economic transaction – think supply and demand. There’s an increase in content output and a noticeable decline in consumption which leads to a grey area of overlooked material that, as a result, is quite uneconomical.

This extends beyond the realm of public relations and into the digital world where brands are now struggling for space, much like the case with newspapers. The material layout in the online world is overcrowded with information and it’s an uphill battle to stay relevant and visible. To quote Mark Schaefer: “The global warming of content marketing is in view.” On Facebook, for example, there’s an overload of content due to stories, video posts, sponsored content, and advertisements. An average user sees over 2,000 stories a day which is contributing to the lack of consumption. Simply put, it’s all too much!

What we can’t quite settle is the quality-over-quantity argument – Are content creators meant to saturate the output in order to salvage the current consumption decline? Find out more in the next part of my blog.


Riya Vatnani is Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |