Nontent.

Bob Hoffman, the AdContrarian, has once again an important post. It's on marketing's latest "shibboleth," content.

In it, Bob cites data from CNN that says there are over one-trillion pages of content on the web.

You can read Bob's post here: http://adcontrarian.blogspot.com/2012/10/web-litter-now-its-content.html

For some years in this space I have been trying to introduce to clients the word "nontent." That is shit they produce that no one will see.

99.999% of those trillion pages are nontent.

They are non-entertaining.

They are non-interesting.

They are non-useful.

They are non-informative.

They are non-respectful of their viewers' time.

There is probably some value in creating content.

There is no value in creating nontent.