The increasing popularity of the visual web as evidenced by the growth of sites like Pinterest and Instagram along with the recent updates to theFacebook News Feed and Google+ cover images has raised the bar on creative content marketing.
Not long ago, it was progressive just to create blog posts and a few social shares every day. Now so many brands have adopted a publisher model for content marketing that the web is flush with content marketing tactics.
Brands are hard pressed to stand out with their content marketing, often taking a “more is better” approach. As David Meerman Scott says, the marketing one hundred is now the marketing ten thousand.
The bar for marketing is definitely higher, not just in terms of the mechanical vs. meaningful brand effort at publishing useful content and engaging on the social web, but for sustaining high levels of content and user experience short and long term. Avinash Kaushik describes that expectation well: “You can no longer be good at just one thing, or two. It is a 10-thing world now (and maybe a 20-thing world soon).”
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