Tag Archive for Content strategy

Publish or Perish

Publish or perish”, once the exclusive curse of academics, has become an imperative for all online publishers. Retailers, brand owners, bloggers, marketers and even simple Facebook users have to publish more and more content to remain visible online.

This creates a rampant inflation of spam-like, ‘optimized’ content — content designed mostly or solely for the purpose of reaching a higher position on traffic gateways’ rankings. Ranking-driven content is pervasive. It blends into all forms of digital content, from eCommerce sites to blogs and to individual Facebook pages, making it increasingly difficult to draw the line between spam, optimization and original content.

This post expands on my Content Inflation slide deck by discussing in a bit more detail the examples that show how deep content inflation runs…

Facing Content Inflation

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.