The information age is arriving at its natural conclusion and we’re all drowning in it. In 2015, Gartner’s “Hype Cycle” moved content marketing into the “trough of disillusionment” phase. With good reason — it’s getting harder and harder to get results with content marketing.
In 2015, Buzzsumo analyzed performance of one million posts. Here’s what they found:
- 50% of posts receive 8 shares or less
- 75% of these posts receive 39 shares or less
And it gets worse.
Not only is most content under-performing, it’s also getting harder for people who produce really good content to get attention. Engagement (measured by share count) is steadily dropping: