Have you ever heard of content overload?
If not, you might be missing a crucial opportunity to save money on your marketing budget. The more content we create, the less impactful each piece becomes. The current landscape has led to a noticeable decline in quality, as brands chase after reach, visibility, and SEO rankings instead of crafting content that genuinely engages their audiences.
Content marketing has gone from being a craft to being a numbers game, quantity over quality, where audiences are no longer intrigued but simply overwhelmed. This shift in priorities isn’t just wasting money, it’s eroding trust and engagement.
- Content overload. The excessive volume of content produced daily dilutes the impact of marketing messages.
- Quantity vs. quality. A focus on mass-producing content leads to poor performance and audience fatigue.
- Why? Marketers fell into the trap of believing that more content equals more reach, driven by promises of SEO gains and competitive pressure.
- The creative paradox. We enjoy good content, yet many brands keep pushing subpar material, driven by algorithms and vanity metrics.
- Creativity’s role. True engagement comes from creative content that captures attention, not from following the SEO rulebook or algorithm changes.
- Don’t follow the algorithm. Platforms tweak algorithms to serve their own interests, not yours, don’t be enslaved by these systems.
Never heard of content overload?
In today’s marketing landscape, content marketing has become an indispensable tool for driving engagement, generating leads, and fostering customer loyalty. Brands are increasingly dependent on content to gather first-party data and gain a 360-degree view of their customers. By collecting data through user interactions on websites, social media, and email campaigns, brands hope to better understand their audience and craft more personalised experiences.
However, as companies strive to meet these goals, they often fall into the trap of prioritising reach. They focus on maximising visibility across SEO, organic social media, paid channels, and email marketing, at the expense of content quality. Instead of crafting high-impact, thoughtful content, many brands fall into the cycle of churning out content in hopes of improving engagement. But in reality, this overproduction leads to diminishing returns.
The unfortunate reality? Content marketing has become a race for quantity over quality. Brands are fixated on algorithms, rankings, and impressions, forgetting that what truly matters is whether their content resonates with their audience.
Why creativity worked, works and will always work
Forget about organic reach for a moment. There will always be someone with a better SEO strategy or a bigger ad budget. Instead, think about what truly keeps your audience engaged: creativity. It’s creativity that compels someone to watch, listen, or read through to the end.
Influencing experts Vecchiato and Cialdini, and marketing experts Binet & Field and Byron Sharp all agree that creativity is the ultimate differentiator. Sharp’s work, for example, emphasises the importance of building mental availability and distinctiveness, both of which can be achieved through creative, memorable content.
Creativity captures attention, builds emotional connections, and drives long-term brand loyalty. While algorithms change and competition increases, creativity is what gives your content staying power. Creative content doesn’t just chase trends, it sets them.
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Are you a slave of the algorithm?
One of the biggest mistakes brands make is becoming a slave to the algorithm. Whether it’s Facebook, Instagram, Google, or TikTok, every platform is driven by its own commercial interests. They tweak algorithms to favour paid content, increase engagement, or drive revenue, but rarely in ways that benefit your brand directly.
The takeaway? Don’t base your content strategy solely on what the algorithm wants. Algorithms will always change, and trying to chase these changes leads to short-term thinking. Instead, focus on building content that adds value to your audience, aligns with your brand’s long-term goals, and fosters real connections.
How can June2O help you?
Content overload has led many brands down a path where quantity has overtaken quality, resulting in disengaged audiences, rising costs, and a reliance on paid promotion. But there is a way forward. By refocusing on creativity, embracing quality, and resisting the temptation to follow the algorithm blindly, brands can build lasting relationships with their audience.
Is your content strategy stuck in a cycle of overproduction?
At June20, we challenge you to rethink your content marketing approach. Let us help you craft a strategy that puts creativity first and brings real value to your audience. Reach out to us for a fresh perspective on your current marketing plans.
Biography
Tom Vanlerberghe
TOM VANLERBERGHE, strategist at June20, began his marketing career on the client side, working with notable companies such as Kursaal Oostende, Enfinity, Smartphoto, Flyer.be, Flyeralarm, and LensOnline. With over €1 million in marketing budgets under his management, he has successfully led and challenged international marketing teams across multiple continents.
Passionate about integrating online and offline strategies, Tom has a deep expertise in marketing automation, content marketing, and privacy. His extensive experience of over 15 marketing automation platforms makes him a versatile strategist who bridges creativity with technology.
