The current conversation around content is pretty interesting. Content fatigue and figuring out better distribution are two things I think about constantly.+Doug Kessler
and the guys over at +Velocity B2B
kicked a lot of this off with their excellent slideshare detailing how content could become it's own worst enemy: http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
The Content Shock post from +Mark Schaefer
was another great post on this topic. http://www.businessesgrow.com/2014/01/06/content-shock/
. Really caused a huge stir in the industry, because I feel a lot of marketers are starting to think about this. I do feel a lot of his points are applicable to a lot of marketing tactics than became popular and first movers always have a huge advantage over those who dragged their feet.+Rand Fishkin
has written another post that covers this topic in a similar way - http://moz.com/rand/content-marketers-become-worst-enemy/
I don't think their is a solution to the scale of content increasing. Marketers are being told in every blog post they read and conference they attend that content is their answer. A lot of this doesn't do a great job at explaining how difficult content is. For every piece of content that succeeds, or content brand that is created, there are 100's if not 1000's that are still having trouble getting any visibility for what they are creating.
I feel a lot of this comes down to marketers obsessing over producing content with no clear idea of how they are going to distribute that content.
The playbook of how you create a successful content brand is definitely going be heavily focused on those that understand their audience, know what content to create but also understand how to distribute it to them so they cut through the noise.
My two cents :)