As content marketers we always have to be breaking through the clutter so that we can help bring our content to the top. The direct mail era was very similar to what we're being challenged by today. Yes, quality does rise to the top, but it's also become a big quantity game. There is just too much out there to think that one piece of content is going to strike it rich.
As you will see below in this infographic, it does a great job of breaking down how Nestle approaches content on just one network, Facebook. They are creating 1,500 pieces of content a day and spending $127,500 per day on posts. Customers are demanding more from their content.
Congruency in storytelling across all media in this transmedia world is also driving brands to give more than they ever have before. As of right now:
Quantity + Quality Storytelling x Consistency = Success
For a further breakdown of the cost of content marketing, take a look at the infographic below from Percolate and Visual.ly.