Please Choose for Me
My inbox is full. My feed reader is full. Twitter is overflowing with links, articles, blog posts, and other great content that I just can’t miss.
But I do miss it. The signal-to-noise ratio is low, and I need help. In the last five minutes, I’ve seen 11 articles roll by on my twitter feed. If I took the time to simply skim them all (say, 30 seconds each), I would end up needing 5 and a half minutes. In other words, I get exposed to more content than I could possibly ever read. I’m sure you get even more.
Yet when I check my email and see a newsletter from Karine Joly or Bob Johnson, I always open it. When Nick Denardis posts his Friday links on his blog, I always read it. And when Twitter is ablaze with retweets of a link, I usually click through.
What do these have in common? I trust them to choose content for me.
Over time, Karine, Bob, and Nick have gained my trust by producing excellent content of their own. Next, they have taken the time to find and collect great content from our industry. Finally, they’ve demonstrated selectivity and shared the best of this content – the must-see links – with the rest of us. And Twitter? I may not click every link from every person I follow, but when something pops up often enough it’s probably worth checking out.
With so much content and too many sources to consider, it is impractical for most of us to keep tabs on it all. Rather than let things entirely drop, I seek out reliable curators who allow the best content to bubble up to me.
As choices continue to grow, we will not seek out the content but the trusted choosers who can narrow it down for us. And at some point, your relevance will be tied to whether they decide to choose your content to share.