Daniel Fox

We’re drowning in content.

In a world obsessed with reach, reels, and relentless “engagement,” it feels like marketing has confused motion with progress. More blogs, more videos, more emails, more noise. But is any of it better? Or are we just busier?

Attention deficit

The common belief is that attention spans are shorter than ever. But as Richard Shotton wisely reminds us, humans don’t have short attention spans – we have selective ones. We pay deep attention to what interests us. Netflix can hold us hostage for six hours straight. But a 2-minute explainer video on why my SaaS platform is “revolutionary”? Not so much.

People aren’t tuning out. They’re filtering. Ruthlessly. And if your content isn’t grounded in real insight about your audience, it’s getting binned.

The content revolution

Modern marketing has industrialised content production. We’ve confused frequency with effectiveness. Businesses ask for “more content” like it’s a KPI in itself. More posts, more formats, more channels with the belief that because we’re everywhere, surely we’ll be noticed?

That’s wrong.

You don’t win attention by being noisy. You win it by being relevant.

Metrics That Don’t Matter

Content overproduction is a strategic distraction. When you measure output over outcome, you reward the wrong behaviours.

Real marketing impact means moving the needle: shifting perception, nudging behaviour, and making sales. And that probably requires less content with more thought. One strategically sound campaign beats 100 shallow social posts.

Make content count

Here’s the solution: slow down. Think harder. Act with intent.

1. Start with strategy: Who are you talking to? What’s the goal? What behaviour are you trying to change or trigger?
2. Made content for context: Tailor content to where it appears. A blog isn’t the same as a LinkedIn post, which isn’t the same as a TikTok.
3. Prioritise quality over quantity: One brilliant idea, well executed, beats a dozen generic ones.
4. Measure what matters: Track what drives real business impact, not just reach and impressions.

Better marketing is about doing what matters. I’d love to see marketing swap volume for value.