As we've previously pointed out in Content marketing tactic: Trusted Filter, it can become quite a challenge to filter out the noise. But then again: this is a huge opportunity for people or parties that position themselves as a trusted filter.
The ultimate goal of content marketing in a business environment is to be the trusted, expert resource in your niche wherever your customers are online.
What keeps us busy online?
- 76.7% read email and respond on evenings and weekends
- 43.2% answer texts or emails on date/social occasion
- 57.4% never turn off their phone
- 33.0% check email in the middle of the night
- 35.2% answer work emails while with children
- 46.9% are unable to answer all email
Conclusions the report:
- The volume of raw data coming at us has increased more than 50% in the past 12 months. As more digital devices and software services proliferate, the volume of data and speed of increase will grow exponentially.
- People have reached their capacity to manage data, impacting family, friends, productivity, and even sleep. Algorithmic solutions (better spam filters, smarter search, more connected devices) will in fact expand the problem, creating more undifferentiated data.
- Human data management, shared and community filtering, and personal recommendations will fulfull individuals Digital Identity as content curators - while allowing content consumers to "surf" less, and consume curated content delivered to them by trusted sources.
As early as 1967, Canadian philosopher, scholar and writer (of "The Medium is the Message" fame) Marshall McLuhan stated that information has become “electric” leads to information overload:
One of the effects of living with electric information is that we live habitually in a state of information overload. There’s always more than you can cope with.
"Information overload" as a term was popularised in the early 1970s by American writer and futurist Alvin Toffler to refer to the limits of human attention. “Electric information”, or digital data and content distribution have radically reduced the cost of creating, storing and sharing information and opinions.
There is, however, a solution. In a September 2008 keynote, American writer, consultant and teacher Clay Shirky famously said:
It's Not Information Overload. It's Filter Failure.