Content Marketing Still In?
As content floods our screens, has originality taken a backseat? Yousuf Yaseen examines the alarming decline in creativity within content marketing and explores whether brands can reclaim the art of meaningful connection.
Content marketing is overused; it’s become bound by the “Ctrl+C and Ctrl+V” loop. The once exciting and innovative space is starting to feel a lot like we’re at the edge of a cliff, staring into a sea of overused concepts and topics. Every time we scroll through our feeds, we see the same content with a different logo and a disturbing lack of originality.
The real issue with content marketing today is oversaturation. Content marketing hasn’t lost its value — the problem is that almost everyone, from brands to influencers to individuals with no real grasp of marketing, has abused and misused it so much that distinguishing good content from bad has become increasingly difficult.
Everything is blending in with the crowd rather than making an impression. Instead of standing out, they’re blending in with the crowd. They have bound creativity in “I want to be viral’’ and “My posts need engagement”.
The real problem isn’t the concept of content marketing; it’s the execution.
What was once a powerful and fresh way to connect with audiences has become a garbage bag of unfunny memes, repetitive ideas and worn-out trends. I think the question now is whether content marketing can ever recover, or if it’s on the verge of losing its soul entirely.
Everyone’s a Content Creator—and That’s the Problem
The ability to create content freely is one of the biggest changes social media has brought about. Anyone can now produce and share content, regardless of experience or knowledge. Although it sounds fantastic in theory, the quality of the content we see has significantly decreased as a result.
Everyone now has access to the tools that were previously exclusive to major brands. It’s almost as if the floodgates were opened and now the internet is overflowing with content, most of which doesn’t even make much of an impact.
I believe this makes content marketing feel too easy. Platforms like Instagram, Facebook and TikTok have made it simple for anyone, from multinational corporations to local coffee shop owners, engage with their audiences directly.
But the outcome? A bunch of amateur content which doesn’t offer much value. The question is, do we really need another Canva template with a catchy phrase or another lip-syncing video? In my view, not everything should be labelled as creativity.
Just because you can create content doesn’t mean you should. We’ve all seen those posts that make us wonder why they were even posted. Not everyone has the skills or required knowledge to execute a successful marketing plan.
While social media algorithms reward consistency by pushing your content, it’s important to remember that consistency doesn’t automatically guarantee quality. It’s the same thing as pouring water in a cup, at some point, it will overflow and spill everywhere.
The Blessing and the Curse
In recent years, artificial intelligence has become an essential tool for content creation, from video production, graphic designing, and even copywriting. AI has revolutionised how brands create content. Coca-Cola and Adidas have incorporated AI into their campaigns, generating high-quality, appealing content faster and more efficiently.
Smaller brands have also embraced AI tools like ChatGPT, MidJourney and Runway to make the most of their marketing efforts without breaking the bank.
But here’s the problem: AI tools have now become more accessible. I believe if everyone has access to these tools, the content produced becomes predictable, uniform and unoriginal.
AI has made it easier for anyone to produce content, but the problem lies in its lack of individuality. The individuality that once made content marketing stand out has been replaced by similar and ordinary content.
Take LinkedIn, for example; every time you open the app, someone posts a full-length paragraph from ChatGPT on how corporate culture is affecting their mental health.
My question is that every other person has the “same’’ problem. And no one has a different opinion? Every coin has two sides, but in today’s content marketing, there’s only one side of the story, and it’s just hoping on trends, whether the trend is associated with the brand identity or not.
AI isn’t the problem, it’s efficient, cheap and easy—my problem is how brands use it. The danger isn’t that AI is replacing creativity; the real threat is that it is leading to laziness.
Brands can rely on AI to produce content quickly and with little effort, but that often results in generic material which lacks depth or innovation. It’s like a musician relying too heavily on a synthesiser and forgetting the magic of playing an instrument by hand.
Pakistani Content: A Copycat Epidemic
Looking closer at Pakistan’s content scene, it’s clear that the oversaturation issue is even more pronounced. While brands like Crumble, Sweet Crème, Jani Biryani, and Spotify Pakistan are creating standout content, most others are just recycling ideas that have already been done.
This copycat culture is everywhere, from meme marketing to neon-lit chai dhabas that are all identical. It’s almost as if brands are more focused on replication than on innovation.
Some even copied the abbreviation, the design and launched it as their own. (You know exactly who I’m talking about)
The “copycat epidemic” is damaging the authenticity of the content landscape. It’s a case of everyone jumping on the bandwagon, hopping on irrelevant trends without understanding why it worked in the first place.
The Oversaturation Crisis
The biggest issue with content marketing today is the shift from quality to quantity. Brands are under constant pressure to post regularly, and as a result, they prioritise frequency over substance.
In my view, the endless loop of posts, videos and reels has diluted the quality. Brands are so focussed on staying visible that they’ve forgotten the golden rule of marketing: if your content isn’t adding value, it’s just noise. This has led to the rise of “formulaic content”—the same recycled ideas that lose their emotional resonance over time.
The Harsh Reality Check: Why Content Marketing Could Lose Its Edge
This trend of oversaturation and mindless content creation could soon render content marketing irrelevant. I believe audiences are becoming increasingly immune to standard content.
People are tuning out the repetitive noise. They scroll past posts that fail to grab their attention, no longer stopping to engage with content that lacks creativity and authenticity. It’s like when we hear the same song over and over—we eventually begin to hate it.
The growing indifference among audiences is a real threat to content marketing. Brands can no longer rely on tried-and-true formulas. Mediocre content with a nice design isn’t going to cut it anymore. It’s a wake-up call for those who rely on trends instead of creating genuine, creative content.
Is There Any Hope?
Despite all the challenges, there is hope for the future of content marketing. Some brands are still doing it right and continue to prove that content marketing isn’t doomed. These brands understand their audience and are producing content that resonates with them. I think they’re a reminder that it’s possible to cut through the noise and create something truly impactful.
How to Fix this Mess
So, how do we get back on track?
- Focus on Audience, Not the Algorithm: The first step is to stop chasing the algorithm. The most important thing is to create content that actually resonates with your audience. If your content doesn’t connect with them, it won’t matter how many likes or shares it gets.
- Be Original: Originality is key. Stop copying what others are doing. Brands should focus on finding their unique voice and style. Don’t be afraid to take risks and experiment.
- Quality Over Quantity: It’s better to post one amazing piece of content per week than to post seven mediocre ones. This is the path that leads to true engagement—create fewer but better pieces that make an impact.
- Use AI Wisely: AI should be used as a tool to enhance creativity, not replace it. In my opinion, brands should use AI to streamline their processes, but the creative spark should still come from the brand itself.
Content marketing isn’t losing its edge; it’s losing its soul. We’ve become too obsessed with trends, algorithms and quick wins, the most likes and views and in doing so, we’ve forgotten the true purpose of content marketing – to connect with people.
Everybody has heard the story of the rabbit and the turtle. The rabbit, confident in its speed, dashed ahead, thinking it would win the race easily. But the turtle, steady and consistent, kept moving at a slow but determined pace.
The rabbit, overconfident and distracted, decided to rest along the way, convinced that victory was already in the bag. However, the turtle kept moving forward, and in the end, it crossed the finish line first.
The lesson is clear: steadiness, consistency and a focus on the right things lead to success. Just like the turtle, brands need to focus on the long-term, prioritising quality and authenticity over the quick rush for trends and instant gratification.
There’s still hope for content marketing, but only if brands are willing to change their approach. If we continue down the path of oversaturation, content marketing will lose its impact, and the audience will tune out. The choice is ours. And, the time to act is now.