“A wealth of information creates a poverty of attention.”—Herbert Simon, Nobel Laureate
Simon’s 45-year-old observation will resonate with any demand generation marketer today. Due to years of irrational content exuberance, the supply of content has surpassed customers’ demand. Yet according to the Content Marketing Institute’s 2015 annual survey, marketers’ biggest challenge is producing engaging content. So while the deluge of substandard content has undeniably surpassed customers’ demand, the supply of quality content has a way to go.