TBG Global Strategic, Digital and Editorial Communications Consulting. London. Worldwide.

Content for the sake of Content

With the news that fake news stories have outperformed real news at the end of the 2016 US election campaign and with ‘post-truth’, having been named word of the year by Oxford Dictionaries, one must surely question the benefits of simply creating content for the sake of content creation.

The internet is awash with opinions, conjecture, rumours and commercially-led information, not to mention political propaganda - all being spurted out and disseminated on social media at never before seen rates, in this new digital age of ‘Google knows best’.

Fact checking is quickly becoming a thing of the past and it would seem as if though a number of people simply believe whatever they read in short social media updates and accept the most readily available search results at the top of google search, as sacrosanct.

It would seem as if though few people dig deep enough to uncover what may be at least a semblance of truth. Most disconcerting is the assumption, that some in the mainstream media, are now finding many of their lead stories on social media first.

What exactly is the purpose of all this never ending content creation that google requires of us?What is the purpose of this non-stop daily creation of articles and publications, very much like this one? Many, if not most of which, are based on opinions sprinkled with grains of facts - facts as perceived by the author - as we all jostle for the attention of supporters, followers and most importantly the elusive customer?

Where will this trend of creating content for the sake of content creation, in an age of conjecture-led information, lead us as a society, is my question?


You are about to send an invitation for the article that seems to be not finished. Are you sure all is correct and is ready to be viewed?

YesSend invitation 
Additional Information

Author: Wilford Augustus, is a partner at TBG London, where he advises business, policymakers and globally ambitious start-ups, on best practice in global strategic and digital communications for international trade and political engagement. This article was first published on