It seems to me that the lines between content, technology and information are blurring. They're becoming so intertwined that fractal like borders are the norm. We can dive deep and still find similar patterns a microscopic (narrow market, highly personalized, pick your descriptor) level as we do at a macroscopic level. Content, that set of words, or stream of video or audio bits or grouping of pixels is never without its medium - technology. Information is being created, re-factored, and mashed up to create new and novel content that is tied to technology. But technology is becoming more content like every day. We tweet, we blog, we podcast. What are these but branded content that have gone mainstream? It is not that technology is imprisoning content but rather it is a mold that is forming our information-clay and creating new and interesting objects of art.
What does this mean?
You cannot predict usage.
You cannot presume to know what will be relevant.
Your audience is in flux.
Your best bet: manage the information, allow it to be used (walled garden / free to any / through your own branded technology etc). and enjoy the emergence of the new and the novel.
