Author: Alasdair Munn
“Content is King” You hear that a lot at the moment. Having targeted content that can travel, address different learning styles, grow and have value added to it has replaced the notion that the website is the destination. People are searching for content. To put some context to this think of RSS feeds and Twitter search.
Content no longer sits on a website and hopes for people to come along. It travels. Not only does it travel from the website, 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 content relevance. The form content is delivered in, video, audio, photo, graphic, text etc. is no longer seen as merely innovative or a gimmick, rather as aligning to learning styles, expectations and delivery mechanisms. 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 they live online?
- What are their learning styles?
- 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?
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.