And the rise of AI-written articles has exacerbated the problem further, making awful content even more abundant and noticeable. Google, for its part, has stepped up efforts to detect and penalize bad content. On some level, human readers are sick of spam and thin, poorly researched posts. It’s hard to pin this to a specific breaking point. So if low-value content marketing used to lead to acceptable results, what happened? Why are we calling low-value content marketing dead?

By some estimates, there are billions of new blog posts every year – and you can bet most of them aren’t worth reading. In any case, there’s an overabundance of low-value pieces of content online. It doesn’t help that content quantity has, historically, led to surprisingly decent SEO and content marketing results. How did we get here? Well, the allure of content marketing’s accessibility made it a go-to strategy for countless hubristic entrepreneurs and marketing amateurs, who thought that writing lots of articles was a sure shot to the top of Google’s search results. But for the most part, these thin, wispy fragments of content are easy to spot (and easy to agree on). There’s a bit of subjective analysis necessary here one person’s low-value content could be another person’s high-value content. It could be poorly researched, poorly worded, inappropriately positioned, misleading/inaccurate, overly promotional, or just obnoxious in its publication and distribution. Low-value content, or “bad” content, comes in many forms. Today, low-value content marketing is practically dead.

Still, it’s reasonable to define the early days of content marketing as “low-value” content marketing, when ineffective, problematic, and downright spammy pieces of content were commonplace. This makes a lot of sense in addition to being low-cost, content development is an inbound strategy that works well with almost every other digital marketing strategy, including SEO, PPC ads, social media, and email marketing. For years, digital marketers have hailed content marketing as the “king” of digital marketing strategies.

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