By Matt Owen

We’ve spoken a lot about the problem of peak content recently.

With so many more businesses now adopting publishing models to reach their audience and focus on inbound, it is becoming harder for both users and distributors to cut through the noise and uncover the really useful information out there.

Of course, it’s fairly easy for us to spout opinion on this issue, but we wanted to know first hand how this is affecting marketers, so we decided to kick off our inaugural #ClickZChat on Twitter by asking our followers about the issues and possible solutions.

We’re kicking off #ClickZChat here at noon EST today – get ready to tell us what you think about Peak Content. pic.twitter.com/qWvIyPOM7d

— ClickZ (@ClickZ) March 30, 2016

We decided to start by asking: is there really an issue here? Do you believe that we’ve reached (or are heading for) peak content? The point when there is so much information available that it becomes effectively useless?

Q1: Do you believe we have reached ‘peak content’? Why or why not? A big question to kick off #ClickZChat! pic.twitter.com/m5UVSLNEKa

— ClickZ (@ClickZ) March 30, 2016

Emma_SEO weighed in on this, asking if ‘peak content was simply part of the eternal marketing search for the most relevant customer channel

@sewatch A1. To say we have, first we must understand what is “Peak content”,are we not simply looking for new and better comms? #ClickZChat

— Emma P (@Emma_SEO) March 30, 2016

With so much happening, it can be difficult for businesses to gain attention. Is the focus now too heavily focused on broadcast and moving away from genuine interaction? CatalystSEM’s SEO Director Paul Shapiro agreed that we seem to be concentrating on volume rather than value:

A1: There’s definitely a bounty of poor quality content out there–which sucks. #clickzchat

— Paul Shapiro (@fighto) March 30, 2016

Q2: How can brands cut through all the content noise? Let us know your top tips, tools and tricks #ClickZChat pic.twitter.com/JCxRaTycCC

— ClickZ (@ClickZ) March 30, 2016

This search for audience may have left marketers feeling the need to ‘be everywhere’ however, often spreading themselves too thin across multiple channels. Agency Director Kate Bogda summed the issue up nicely:

Everyone seems to expect quantity AND quality. #contentmarketing #clickzchat https://t.co/Z78vrcwSE3

— Katie Bogda (@ktbogda) March 30, 2016

While Search Engine Watch’s own Christopher Ratcliff pointed out the need for publishing organisations – whether traditional or those adopting the ‘brands as publishers’ model – need to find new ways to reduce volume and provide insight:

@ClickZ I like what The Times is adopting. Stop chasing breaking news – instead concentrate on more insightful commentary #ClickZChat

— christopher ratcliff (@Christophe_Rock) March 30, 2016

Wayne Schilstra Team followed up here, pointing out that it wasn’t just about creating great content, but focusing on user intent. When and why do people need this content? Relevance almost always trumps volume:

A2: Ask: At what point in their online journey will they look at our content? #ClickZChat https://t.co/Q6VrIkHDkq

— Wayne Schilstra Team (@wayneschilstra) March 30, 2016

Finally, with so much happening, can content still make waves? We wanted to know which creative examples had inspired you recently.

Q3: Who is doing #contentmarketing really well? What makes you stop and pay attention? #ClickZChat pic.twitter.com/g5eukAb81H

— ClickZ (@ClickZ) March 30, 2016

We had a huge range of examples here, from Denny’s personalised tweets, O2 urging us all to ‘be more dog’ and movie marketing that can still make an impact a decade after it was originally conceived:

@ClickZ Say what you will about iffy monsters, but Cloverfield is one of the best examples, across multiple mediums https://t.co/AUc8swyQxQ

— Chris Williams (@christentive) March 30, 2016

To finish on a lighter note, I’m going to big myself up at this point as I think Netflix has been doing some excellent work over the past year… and this conversation resulted in a fully-functioning House of Cards PollyHop search site.

.@ClickZ A3: Loved what @netflix did for House of Cards last year – the fake election site is still up: https://t.co/tbcZABa4hW #ClickZChat

— Matt Owen (@lexx2099) March 30, 2016

Nice to see that social interaction can still take us in unexpected directions and provide standout creative: https://twitter.com/themick79i/status/715470399706771457

@DFLovett I did it 😉 https://t.co/4qTkYmqXck @lexx2099 @ClickZ @netflix

— Michele De Paola (@themick79i) March 31, 2016

Key takeaways:

Overall it seems that marketers believe that too much content is becoming an issue.

The key here is to focus on intent and extraordinary value, rather than desperately hunting for updates to fill every social channel, creating hub content and building spin-off micro-content by channel can be a far more effective method.

By cutting down on volume, content creators also free themselves up to spend more time creating something truly useful.

Thanks for all your #ClickZChat answers today – some great insights and examples! pic.twitter.com/UUfItC1zX9

— ClickZ (@ClickZ) March 30, 2016

Thanks to everyone who participated in #ClickZChat. We’ll be holding our next session over on Twitter at noon EST on Wednesday, April 6th when we’ll be talking about social media and Twitter in particular.

Do you believe Twitter has a future? We’d love to hear your opinions so do join us then.

Read more here:: Have we reached peak content? Insights and issues highlighted by #ClickZChat