CM WORLD 2015: Content Marketing Enters the Trough: Themes & Lessons from Content Marketing World 2015

This post was originally published at

Content marketers may be heading for some rough terrain.

Since I left Cleveland over a month ago the phrase, “Trough of Disillusionment” has been used to refer to content marketing more and more often.

This idea, illustrated on the graph below, certainly isn’t unique to content marketing. Most ideas go through a phase of heightened expectations, when they’re held up as the answer to all the problems everywhere (Peak of Inflated Expectations).

Then it turns out they aren’t the answer to all the questions everywhere, and people get disillusioned with them (Trough of Disillusionment).

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Author : Andrea Fryrear


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