Context is Key
“Content is King.” You hear that a lot at the moment. Having targeted content that can travel, address different learning styles, grow and add value to customers has replaced the notion that the website is the destination. People are searching for content and information and expect to receive it in a format, device and time that work for them.
Content no longer sits on a website and hopes for people to come along. It travels. Not only does it travel from the website, but smart websites are putting relevant content in front of their website visitors according to their profiles, preferences, searching and navigation behaviour. Social media tools, analytics, CMS, LMS and CRM are being combined to ensure audience and relevance. In many instances content does not even live on their website, it is alive on social networks, review sites and in other people’s conversations. The form it is delivered in – video, audio, photo, graphic, text etc. – is no longer seen as merely innovative or a gimmick, but rather as aligning to learning styles, expectations and delivery mechanisms. In other words, in context.
The relationship between content and context is two pronged:
- Content is created in relation to the context it will be consumed in.
- Context directs content.
For content to be relevant, it has to be created in the context of your social media strategy. Understanding the following is a great start:
- Who are your audiences?
- Where do they live?
- Where do they live online?
- What do you want them to do?
- What are their learning styles?
- How do they access information?
- How they are influenced?
- What are your competitors doing?
- How can you differentiate yourself?
- What is your USP? (Unique Selling Point)
- What should you be doing online?
- What are the rules?
- What resources and tools do you have at your disposal?
- How do you empower them to act on impulse in your favor?
Aligning your available resources and tools to your content goals seems obvious, but so much content is cobbled together in a piecemeal fashion. How many times, for example, have we seen a company start a YouTube channel and not update it?
Context rules social media. Keeping this in mind ensures we prepare, research and create strategies that align our goals with our audiences and resources. Relevant content and content delivery strategies will follow. Here ‘Tips and tricks’ become considered strategy, targeted marketing and resource relevant action.