The rising tide certainly makes all boats rise, but my fear is that not all of today’s boats are “ocean-ready.”

Intermediate/ Digest...

Since the beginning of the year we’ve watched more than $100 million in VC-backed deals flood this space. NewsCred ($25M), Percolate ($24M), Sharethrough ($17M), Mashable ($13M), BusinessInsider ($12M), Contently ($9M), TripleLift ($4M), and even Flipboard buying Zite ($60M over time), just to name a few.

 

Yet the latest LUMAscape for content marketing is already full, with hundreds of companies all tackling the same problems. Something is not right with this picture. Two years ago, content marketing was not even a “thing.”

 

With these market realities, we’re facing new challenges: the content marketing category is over-saturated. Today, from where we sit, there are simply too many companies fighting for different parts of the content marketing stack (workflow, creation, curation, publishing, analytics), and it’s unsustainable for many reasons.

 

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