The same is true in content marketing

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To simplify the model, it is assumed that content is available free of charge, i.e. can be consumed at a price of zero. However, because creating and marketing content costs money, content providers pay a price so that their content can be consumed on the demand side. The point at which there is an oversupply of content is called content shock. The demand for content is stagnating or growing only slowly: there are only 24 hours in a day. Even with increasing internet usage and media consumption, there is a hard limit to the maximum amount of content that can be consumed.


The offer, on the other hand, is growing rapidly: the number of blogs doubles every 6 months, and HK Phone Number the trend is increasing ( Technorati , figures from 2006!). According to YouTube CEO Susan Wojcicki, users upload 500 hours of video material to YouTube every minute ( CBS , 2019), and the trend has also been increasing for years. According to classic economic models, an increase in supply with largely constant demand leads to a decrease in price. In the case of content marketing, with its “provider-side negative price,” this means that the costs of content creation and marketing are rising.




The more neon signs there are, the more must be invested in even more eye-catching implementation and staging. For some companies, content marketing may no longer be worthwhile. Content Shock in numbers and facts The organic reach on Facebook was just under 16% in 2012. Already in 2019 it was only less than 1% ( jacobdeen ). Facebook itself addresses concerned companies in its business blog and implies content shock as the cause: Why is organic reach decreasingof all YouTube channels have less than 10000 subscribers ( jokull  of all YouTube videos have fewer than 1000 views.