The article "Content Shock: Why Content Marketing is not a Sustainable Strategy" discusses how the popularity of content marketing could lead to its demise. It is suggested that the belief that content marketing is effective spawns more content, leading to a glut of marketing messages that has plagued traditional media for years.

After reading Mark Schaefer's predictions about the future of content marketing, where do you stand on the following questions:

• Is content marketing doomed to the same fate as mass media advertising, perceived as clutter in the media landscape? Why or why not?
• What are key success factors that company or brand must meet to make content marketing a sustainable strategy?