As originally written and published on TelecomNewsroom
Twenty years ago, Bill Gates wrote in an article titled, “Content is King,” that “Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products —a marketplace of content.”
But at what point does content drive meaningful audience engagement — a positive exchange of valuable information between business-to-business or business-to-consumers — or fail to elicit attention and become lost in a cacophony of irrelevancy? As many companies seek to meet self-imposed content quotas in an effort to engage customers, they walk a fine line between initiating worthwhile dialogue and over-saturating their audiences with mediocre messaging.
Every day, consumers are bombarded with messages from every angle, as business entities share news, opinions, ideas and information across multiple platforms. As their newsfeeds, Twitter accounts, Facebook pages and inboxes become saturated with content, target audiences can begin to filter out the noise. Meanwhile, companies, if they over-share with irrelevant, untimely or uninspired content, run the risk of establishing a reputation for over-promotion and not being attuned to the needs and interests of their customers.
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