Is Producing Content a Waste in 2024? Being a purple cow without being one

Imagine scrolling through endless B2B videos on Insta, TikTok, and YouTube Shorts.

I know it sounds funny.

But the content fight is real.

More and more B2B companies are jumping in.

And there are more and more CEOs creating personal brands.

Just look at LinkedIn.

Stories, narratives, and info are everywhere.

It’s like watching a never-ending loop of beige.

Everyone’s doing it, and it’s all blending into a beige blur.

It’s just leading to content saturation.

This is why just producing content is not going to get the results in 2024 like it got in 2022.

We have to be strategic.

This is the first topic I’ve for you in edition #19 of Vik’s MIX (Marketing Insights Exchange) Newsletter.

Then we will talk about how companies should pivot and not let the content situation crisis stop their growth.

And then we will talk about how companies separate themselves in the sea of sameness even if their product or service is nearly like their competitors.?

Here’s what I’m covering in this edition:

• Why Full-Funnel Content Is a Waste of Time in 2024
• Break Free from Content Reliance And Do This
• How to be a purple cow even if you aren’t

Why Full-Funnel Content Is a Waste of Time in 2024

I believe the full-funnel content strategy, once hailed as the ultimate blueprint for converting leads into loyal customers, is rapidly becoming obsolete.?

The idea that businesses should churn out content at every stage of a buyer’s journey is not only outdated—it’s downright counterproductive.?

Let’s cut through the noise and see why.

The Content Saturation Crisis

It’s 2024. Just look around—every brand is producing more content than ever before. Blogs, videos, infographics, webinars—you name it, and it's out there in droves.?

The problem? It’s all the same. The market is so saturated with content. And when brands try to cover every stage of the funnel, the quality inevitably suffers.?

You end up with a sea of mediocre, generic content that no one cares about.

Case in point: How many times have you seen yet another blog post titled “10 Tips to Improve Your Marketing Strategy” or a similar rehashed topic??

These cookie-cutter pieces might fill the funnel, but they don’t engage, inspire, or convert.?

Audiences are tuning out, and for a good reason—they’re drowning in a flood of uninspired content that adds zero value to their lives.

Why the Funnel Is Dead

Consumers today are smarter, more impatient, and less tolerant of being spoon-fed content they don’t need.?

The old-fashioned idea of guiding a consumer through a funnel—awareness, consideration, decision—just doesn’t align with how people behave in 2024.?

The rise of AI, instant gratification, and a demand for personalization means that people want answers now, not a slow drip of content over weeks or months.

Take the case of Netflix. They revolutionized the entertainment industry by giving consumers what they wanted when they wanted it.?

No one wanted to wait for weekly episodes—they wanted the entire season at their fingertips.?

The same goes for content. Consumers want immediate, high-value information, not a carefully crafted journey through your sales funnel.

Chasing Ghost Metrics

One of the biggest lies in marketing today is that full-funnel content is easily measurable and that you can track ROI at every stage.?

The truth? It’s a mess. Marketers are chasing ghost metrics—like engagement rates or click-through rates—without ever knowing if these actually lead to conversions or loyalty.?

The result? Wasted budgets, misplaced priorities, and a focus on short-term wins over long-term value.

Look at what happened to many companies during the pandemic. Those who relied heavily on performance marketing and funnel metrics saw their strategies crumble when consumer behavior shifted overnight.?

Meanwhile, brands that focused on building genuine connections and delivering real value—like Patagonia, which emphasizes its environmental mission over pushing sales—thrived.

Value Over Volume, Authenticity Over Algorithms

The future of content marketing isn’t in filling every stage of a funnel; it’s in creating fewer, more powerful pieces that genuinely connect with your audience.?

It’s time to stop playing by outdated rules and start focusing on what matters: delivering content that resonates, builds trust, and fosters long-term relationships.

Brands like Tesla have mastered this approach. They don’t bombard their audience with endless content for every funnel stage. Instead, they focus on high-impact content that aligns with their vision and values, making every piece count.

In a world drowning in content, the brands that will thrive are the ones brave enough to cut the clutter and focus on what truly matters—authenticity, value, and real connections.?

It’s time to move on.

Break Free from Content Reliance And Do This?

Relying solely on content to drive B2B marketing strategies is a tough race in 2024.?

After all when everyone is pumping out blog posts, whitepapers, and case studies at a breakneck pace, content alone isn't enough anymore.

The market is saturated, and audiences are overwhelmed.

Here’s how some companies are cutting through the noise.

AI-Driven Personalization

Content can tell a story, but AI-driven personalization makes it resonate.?

Take Salesforce as a prime example. They’re not just throwing content at their audience; they’re using AI to analyze customer behaviour and preferences to create hyper-personalized experiences.?

Their Einstein AI platform predicts what customers need before they even know it themselves. This approach goes beyond just offering content—it creates an intuitive experience that keeps customers engaged without overwhelming them with information.

Augmented Reality and Virtual Reality

Why tell when you can show? Zebra Technologies nailed this with their AR app that lets potential clients visualize how their barcode scanners would function in their own warehouses.?

Imagine being able to see your solution in action before you’ve even made a purchase decision. This is far more powerful than any content.

Influencer Partnerships

Instead of only self-promotion let trusted voices in your industry do the talking. HubSpot harnessed the power of influencer partnerships by collaborating with industry leaders for webinars and live Q&A sessions.?

These influencers didn’t just parrot HubSpot’s message—they brought their own credibility and insights, reaching an audience that might otherwise tune out traditional content marketing.

Experiential Marketing

There’s nothing like hands-on experience to win over clients. Cisco’s Live! event allowed attendees to get up close and personal with their latest technologies through workshops and demos.?

This wasn’t just about showing off—it was about creating memorable, tangible experiences that built lasting relationships, something no amount of blog posts could ever achieve.

Beyond Content

Personalized, direct engagement is the ace up the sleeve that many B2B companies are missing out on.?

Sendoso exemplified this with their direct mail campaigns, sending custom-branded gifts with handwritten notes to decision-makers.?

In a world where digital interactions reign, this old-school approach made a big impact, creating connections that stood out amidst the deluge of digital content.

I feel B2B companies that cling to content as their main marketing strategy are going to be left behind.?

Think of creating experiences that content alone cannot deliver.?

How to be a purple cow even if you aren’t

In today’s overcrowded marketplace, blending in is the quickest way to vanish.?

One of the best ways to be Purple Cow, a term coined by Seth Godin.

It refers to something truly remarkable, unique and innovative in the business world.

But what if your product isn’t groundbreaking??

You can still become the “Purple Cow” that turns heads and captivates customers through savvy marketing and unforgettable branding.?

Here’s how smart companies are creating buzz without reinventing the wheel.

Unique Value Proposition:

Even if your product isn’t revolutionary, your value proposition can set you apart.?

Campaign Monitor by Marigold nails this by promoting its user-friendly interface and powerful analytics, making their email marketing platform indispensable.?

Focus on what makes you different—be it exceptional customer service, unique delivery methods, or specialized expertise.

Customer Experience:

Exceptional customer experience can turn the ordinary into extraordinary.?

Take Zappos Family of Companies —their free shipping, hassle-free returns, and 365-day return policy make shopping unforgettable.?

By prioritizing seamless interactions and proactive communication, you can create a remarkable perception that keeps customers coming back.

Storytelling:

Stories resonate deeper than facts. Airbnb excels by sharing heartfelt stories of hosts and guests, transforming their platform into a community of authentic experiences.?

Use storytelling to connect emotionally, showcasing how your brand impacts lives and builds meaningful relationships.

Brand Identity:

A distinctive brand identity makes you memorable. Mailchimp stands out with its quirky design and humorous tone, ensuring they’re top-of-mind in the email marketing space.?

Develop a unique voice and visual style that reflects your values and mission, making your brand unmistakable.

Cause Marketing:

Aligning with social causes adds depth to your brand. @TOMS Shoes built its reputation on the “One for One” model, donating a pair for every purchase.?

This commitment to social responsibility not only enhances your brand’s perception but also attracts loyal, purpose-driven customers.

User-Generated Content:

Authenticity breeds trust. GoPro encourages users to share their action-packed videos, creating a vibrant community of enthusiasts.?

Promote user-generated content to showcase real-life applications of your product and build a genuine connection with your audience.

Referral Programs:

Referral programs can amplify your reach effortlessly. Dropbox offered extra storage for referrals, turning satisfied users into brand ambassadors.?

Incentivize your customers to spread the word, fostering a sense of community and trust around your brand.

Did you see it? You don’t need a purple cow product to stand out.?

Well, that's a wrap for this edition #19 of Vik's M.I.X (Marketing Insights Exchange) newsletter.

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