BALI: Low-quality content marketing can be attributed to limited creative talent and the cost of producing high volumes of content for digital channels, says a former global agency CEO.

Daniel Morel, who recently retired after 14 years as global chairman and CEO of Wunderman, spoke frankly at the Socialbakers conference in Bali, Indonesia, on what he perceived to be challenges in the content marketing space.

In comments reported by Mumbrella Asia, Morel suggested that demands on marketers to produce so much content for so many channels is seeing quality take a hit, particularly when compared to the creative thought put into television commercials.

"Most content is average and only around 10-15% is outstanding," he said.

"You have good content, and you have average content and you have shit [content]; 20% is pure shit, it's like reading a bar code, nobody cares about it," Morel stated.

He noted that brands can choose to produce large amounts of content for digital channels, or pour effort into a television commercial which may reach a wider audience and be relevant for a longer period of time.

Overstretched creatives are one reason for the decline, Morel believes, alongside the ever increasing number of digital channels where brands are looking to have a presence.

"There is a limited number of talented creatives," he said. "You get to the point where you just don't have enough talented creatives to create all the content that you need, and then you're going to have produce all that work, and brands don't have the money to produce 16 different versions."

Data sourced from Mumbrella; additional content by Warc staff