Is content marketing sustainable? This is the question Mark Schaefer posed in his seminal “Content Shock” post in early 2014. Four years later, what does the data tell us about his predictions? On the plus side it has never been easier to research and create content, from blog posts to videos. However, as Mark predicted, lowering the barrier of content creation to near-zero has contributed to an exponential rise in content production, making it more difficult than ever to gain attention and engagement.