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...Now that content marketing has been around long enough for trends to cement, we’re getting close to a thought leadership bubble. Too much of it has become farce. The widespread publishing of ghostwritten posts from marketing leaders will continue to cheapen the impact that comes from the leaders who regularly put in the time and effort to pen their own insightful work. To me, that point seems inarguable.
“Marketers are beginning to get less value out of these posts,” Westervelt added. “Not just because of whatever Google decides to do with guest blogging, but because being one of only a handful of CEOs to contribute a story to Forbes once in a while is a whole lot more valuable than being just one among hundreds and having your post buried within minutes of being published.”
Google, in the spirit of keeping the Internet free of clutter, has echoed this idea by penalizing some guest blogging network in search rankings to prevent readers from accessing spammy content that all sounds the same....
Jordan Teicher tackles thorny problem of fake thought leadership and content marketing. Valuable debate and recommended reading.