Content curation and aggregation are the two ways to manage the phenomenon covered by the marketer and blogger Mark Schaeffer (audio interview here and post here), dubbed “content shock.”

“Content shock” is the point at which there is more content created on the Internet than there is content consumed. Currently, there are:

  • 157 million blogs creating 1.3 million pieces of written content every day
  • 1.2 billion videos posted online (through YouTube, Facebook, Vimeo, Vine, Periscope, Meerkat, etc.) every day
  • 250,000 podcasts generating over 1 million unique downloads per month

If these numbers seem overwhelming to the savvy peace builder beginning her peace building project, they should be. These numbers represent the tip of the iceberg when it comes to the amount of content created on the Internet in the future as mobile phone growth explodes worldwide. 

As populations in Asia, Africa, South America and other areas begin exploring what the Internet (and content creation) can do for them, there will be even more content created, leading to greater “content shock” as content consumers (i.e. audiences) become overwhelmed. For the savvy peace builder, it’s important to manage “content shock,” with five methods: 

Be niche oriented and own your nicheDivorce mediation for 45-64 year old women with $1.5 million dollars in assets is a niche. So is commercial mediation for businesses generating $15.5 million dollars in revenue with 10 employees. Know your marketing niche as a peace builder and work it deeply.

Be a content creator, aggregator and curator—The technological tools (see part 1) to aggregate, curate and create content are free (or low cost) to use and require little training to manage and maintain. But the savvy peace builder has to “bake in” using them into their business development. And don’t abandon one tool when another shiny one comes along.

Be a relationship builder offline—At the core of marketing in the new world of content development, curation and aggregation is the realization (and many organizations haven’t made this realization yet) that relationships still matter. The content serves as a “snack” to begin a conversation offline and to build credibility long term.

Be differentiated and focused with your content development—This advice reads like the opposite of “be niche oriented” but it’s not. For the audience, content is content is content. Audiences don’t care if they get your great content as a funny image (a gif), as a blog post, as an audio file (a podcast) or via video. They also will trust you more when you show that you can create content creatively in all those areas.

Be committed and consistent—This is the killer piece for most peace builders. In the world of content curation, aggregation and creation, DON’T GIVE UP. It takes ten years to get the attention (sometimes) of the audience that will pay you, but when you have their attention, then you can do all kinds of other things.

Questions or feedback about this?  Write to me at or connect with me via Twitter @Sorrells79 or check out my Facebook Business page and leave a comment there, or message me on LinkedIn.

By Jesan Sorrell

Jesan Sorrells is the founder, owner and principal conflict engagement consultant at Human Services Consulting and Training (HSCT), a boutique, private, conflict communication and corporate training consultancy, based out of Endicott, NY. HSCT focuses on delivering Christian based, alternative dispute resolution solutions in the areas of conflict communication, conflict skills development and conflict consulting for a variety of clients, including corporations, higher education organizations and nonprofits. HSCT accomplishes this by leveraging cutting edge, pioneering and entrepreneurial resolutions to conflict, communications, social media, and organizational development for its clients through trainings, seminars, workshops and 1-on-1 consulting.