Is Content Marketing Truly Timeless?. Then again, forever is a long time. Is content marketing truly timeless, or are we too short-sighted to learn the truth? Arguments for Timelessness On one hand, I understand why so many content marketers think that content marketing will last forever: Information demand. There will always be new things to learn and demand for people to provide that information; therefore, content marketing will always exist. Futurists suggest that the internet will likely evolve beyond present-day recognition, but for as long as the internet exists, your articles will likely remain in place. Apply this principle on a broad scale, and any medium, form, or trend you chase will eventually give way—meaning even if content marketing does stick around indefinitely, you’ll always be hopping from one lily pad to the next. Centralization of content. There may eventually be a user backlash against content marketing, in the same way that users grew tired of direct advertising, and a new marketing tactic may need to rise to take its place. In this scenario, content still exists and is still effective, but it isn’t people or even brands that are producing it.
As a content marketer, I’ll dote on content marketing for days—I just can’t help myself. It’s one of the best things that’s ever happened to marketing and advertising, and marks a deviation from the hard-persuading borderline-manipulative advertising styles of old. If executed correctly, with a solid strategic backing, earning a high ROI is easy (especially over time), and almost any business in the world can take advantage of it.
Among content marketing’s greatest strengths are its practicality, its simplicity, its multifaceted effects, and its timelessness—the fact that it will be relevant forever.
Then again, forever is a long time. What if content marketing is just a fad? What if all your “permanent” efforts aren’t really permanent? Is content marketing truly timeless, or are we too short-sighted to learn the truth? Let’s break this down.
Arguments for Timelessness
On one hand, I understand why so many content marketers think that content marketing will last forever:
- Information demand. We’re living in the information age, but information has been commoditized and sought for millennia. Our prioritization of presses, libraries, universities, and public records are a testament to that. Content marketing has only gained popularity by that term in the past decade or so, but the creation and distribution of informative, helpful content is something ubiquitous throughout human history. There will always be new things to learn and demand for people to provide that information; therefore, content marketing will always exist.
- Evolution of mediums. Some proponents of the “content marketing will die” theory assert that people will no longer want to read articles, and therefore, demand will inevitably decrease. There is some truth to this; more users are relying on mobile devices for online interactions, and therefore can’t read or access certain types of content as easily—but “types” is the operative word here. Even though content marketing will invariably evolve and change form, the core concept of content marketing will likely remain in place.
- Web permanence. Looking at a smaller, closer level, the articles you write and content you produce aren’t going to go away. Futurists suggest that the internet will likely evolve beyond present-day recognition, but for as long as the internet exists, your articles will likely remain in place. Every piece you produce will continue…
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