Frustrated with your company’s content marketing efforts? It seems you’re not alone.
At Content Marketing World 2015, Joe Pulizzi announced that content marketing was sliding into the trough of disillusionment on Gartner’s Hype Cycle, and this summer, Gartner confirmed that the industry is saddled firmly in the trough.
The Hype Cycle was created to help people understand whether or not they should invest in new technologies.
For content marketing, being in the trough generally means that some companies that were eager to launch a content marketing program are having trouble sticking with it and seeing results. Here’s how Gartner defines the trough of disillusionment:
“Inevitably, impatience for results begins to replace the original excitement about potential value. Problems in performance, slower-than-expected adoption or a failure to create revenue in the time anticipated all lead to disappointment and the hype wanes.”
Content marketing has already been through the innovation trigger and the peak of inflated expectations (filled with plenty of buzz—and tons of content). And after we emerge from the trough, we’ll graduate to the slope of enlightenment and finally reach the plateau of productivity.
You could make the argument that Gartner’s Hype Cycle (and their Magic Quadrant) doesn’t hold weight because it’s not based on data. However, it’s fair to say that there are some issues with content marketing right now.