In a recent article on the Hubspot blog titled Marketers: This is Why We Can’t Have Nice Things, Kipp Bodnar explains how marketers ruin everything.
Take email for example. In the mid to late 90s, people read most of their emails. Getting an email was exciting. When you heard the phrase, “You’ve got mail,” you actually cared. But, then marketers came along and clogged our inboxes up with spam and junk mail. Today, most emails are ignored or not even seen and the average email open ratefor an email marketing campaign in 2017 is just under 25%.
According to Bodnar, the same is now happening to content marketing. Content will be ruined for everyone if marketers don’t cool it. About 5 years ago, way back in 2012 when I started getting interested in marketing, content marketing was romanticized, as Bodnar puts it, as an “antidote to disruptive advertising and direct marketing.” After consumers started using technology to filter out email promotions and banner ads, such as ad block, “smart marketers started to create useful content designed help the consumer rather than sell them. If good and relevant, this content would find its way to the top of the search results page and, without costing the company anything in ad spend, deliver a compounding stream of incoming traffic.”