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It must be silly season again. Every summer we seem to get an influx of pointless \u2018marketing\u2019 stories that are neither interesting nor particularly relevant, but someone publishes them and we still often read them anyway. I don\u2019t know if it\u2019s because there are a lack of client wins, or the heat, or we\u2019ve just become accustomed to drowning in useless content. It\u2019s such a shame we don\u2019t print this stuff; if we did, we would have had something to wrap our chips in for a month.<\/p>\n
But before I\u2019m tempted to dive in and shame a few of this month\u2019s disasters, I\u2019ll give you my research methodology. I started on Google and searched for \u201cwhat to do when you run out of content ideas\u201d and refined the number of results down to articles freshly indexed in the past month. I skimmed over the top 400 results before I lost the will to live. How many \u201950 ways\u2019, \u2018100 killer ideas\u2019, \u20185 steps\u2019 and \u2018what to do when you run out of content ideas\u2019 titles do we need before we start seeing that the concept is now as ineffectual as it is painful to read.<\/p>\n
So what is it about this growing glut of useless content? Where did the need for an obese diet of reconstituted nonsense come from?\u00a0 Is it just because the vast digital real estate of the \u2018internet\u2019 simply needs to be filled, or is it more of a bi product of the SEO industry\u2019s ceaseless generation of filler \u2018content\u2019 that helps web pages rank better for specific keywords due to \u2018engagement\u2019 factors.<\/p>\n
Saatchi\u2019s strategy director Richard Huntingdon summarised this quite beautifully by stating \u2018Never in the field of human endeavour has so much crap sat on client servers to be consumed by so few\u2019.<\/p>\n