As I was researching what I call “Content Inflation” — which in a nutshell means that, forced to publish spam-like content to increase their visibility on traffic gateways, hundreds of million of publishers create a vicious spiral of meaningless content growth – I was amazed to find how pervasive it is: it impacts blogs, traditional media, eCommerce, but also individuals’ Facebook pages, Twitter, the AppStores and even the Kindle Book Store.
I was so struck that I decided to stop publishing for a while !
But now I’ve captured some of my thinking in the slide deck below and I’m ready to participate again in the online publishing madness.
See my next post “Publish or Perish” which expands on some of the examples presented in the slide deck and a few others.
In their quest to be visible on line, publishers have no choice but to produce more and more spam-like content optimized to meet the ranking criteria of leading traffic gateways: the few traffic drivers that dominate their category such as Google, Bing, the AppStore, Facebook, Twitter, YouTube, and Amazon. This creates a rampant content inflation, a massive input of low-value-added content that worsens the content explosion. Optimized content can easily displace, and could even ultimately outgrow original content.
I show concrete examples of how pervasive ranking-optimized content is and how difficult it is to draw the line between optimization and straightforward spam. On the contrary, optimization blends in and deeply change the way content is created. Although optimization is a loosing game, creating a vicious spiral of meaningless content growth, it’s here to stay. We must learn to live with it – which for businesses means starting a real content strategy.
How they go about it:
- Publish or perish
- Content farming
- Too frequent updates
- Social Hyperactivity
- Spinning Unique Content
- Automated Content
The resulting content inflation
Learning to live with it