Most of you are probably familiar with the term ‘Content Shock’. It’s a great theory Mark Schaefer launched in the early 2000 that simply states that there’s just not enough time in a day to consume all the content that is thrown at us. This isn’t weird at all considering that the amount of channels keep increasing and therefore the amount of content that’s being produced increases as well.
Because of the content shock, brands, publishers and content marketing companies try to get more grip on their storytelling efforts. When is my story relevant, on which channels can I reach my target group best, what is the best time to publish news, when do I consider an update on an article and on which device is my audience reaching out to me during the day? All these questions can be answered with data.
And so the amount of data has increased and with it the number of dashboards and data collecting tools. Some of them are really fancy and most of them show (lots of) numbers, charts, figures and options that don’t necessarily tell you what it all means or what you should do with it.
And the paradox of this, is that with the effort to get grip on the digital footprint most editorial rooms are not only trying to deal with the impact of the content shock, they also have to figure out a way to go through the big data spaghetti presented to them. It’s almost like we stepped up to a next level of digital revolution. And because of this I think most digital storytellers are in Data Shock.
The question shouldn’t be: How do I get more data into my editorial room. It’s not that you are getting closer to the truth if you have access to more data. Or more simply: more data doesn’t tell you more accurately what to do. Earlier I wrote a post on smart data stating that big data should work for you and not the other way around. It’s necessary to ask the right questions to the data, questions that will reveal answers that are useful for your business, that help to reach your targets, that are actionable to your KPI’s. In this manner you filter on relevance and search with focus and knowledge within the enormous amount of available data.
The solution is less data, more focus on your specific business KPI’s and smart notifications in order to help you get better at storytelling and get more from all the single stories you tell.
Most dashboards and data-collecting tools present data and not solutions nor directions. That’s why we decided to build SmartOcto. The first tool in the world that realizes 90% of all editorial rooms are dealing with Data Shock.
So whether you’re in Data Shock, whether you’re about to start with the great digital transformation
or you are already caught right in the middle … Something needs to be done.
It reminds me of the A-Team’s intro-leader:
If you have a problem … If no one else can help… and if you can find them… maybe you can hire…
In this particular case I suggest you replace the A-team by SmartOcto and start to smartify your stories as of today! And another good thing; you know where to find us !