Barnacle Labs Apologises for Publishing Blog Posts That Contain Actual Information

Barnacle Labs today issued a public apology after it emerged that several of its blog posts contain specific, useful information that readers can act on immediately, in violation of accepted content marketing standards.

“We accept that we have fallen well below industry norms,” said Co-Founder Duncan Anderson. “Best practice in B2B content marketing is to produce 2,000 words that could apply to any company, in any sector, at any point in human history. We failed to meet this standard. Our posts contain specific technical detail, named tools, and actual opinions. We understand how disorienting this must be.”

An audit of the company’s blog found that not a single post opened with “In today’s rapidly evolving landscape”. No post contained the phrase “organisations must”. The word “synergy” appeared zero times.

“We also acknowledge that some posts were written by engineers who have built the systems they are describing,” Anderson continued. “We recognise this is irregular. Thought leadership content is traditionally authored by marketing teams who have spoken to an engineer once, briefly, in a lift.”

Industry content strategists expressed concern that if other firms began publishing posts with substance, the entire B2B content ecosystem could collapse. “The system depends on nobody saying anything specific,” said one strategist who asked not to be named. “If people start sharing information, what are the rest of us supposed to do?”

Barnacle Labs has confirmed it will continue publishing content that someone might actually want to read.