There’s one thing that’s more important than anything else when it comes to content marketing. Contrary to what you might think, it’s not the actual content. Instead, the context in which you share your content is the most important thing.
I think Gary Vaynerchuk sums it up best in his book Jab, Jab, Jab, Right Hook when he says:
“If content is king, then context is god.”
It’s not enough to just create great content. The world has shifted. We live in a day and age when we can’t expect to “win” with content marketing because we have a blog and are active on social media. We need to take context into account. “What” you say isn’t nearly as important as “how” you say it.
One of my favorite examples of this are the Sprint commercials with James Earl Jones and Malcolm McDowell:
When you take the content (the text message) and change the context (the actors reciting it), it doesn’t translate.
If we want to achieve success in all of our content marketing efforts, we have to remember that each distribution channel forces us to change the context.
How to identify the right context in your content marketing
In order to identify the right context for each distribution channel, it’s important to understand why go online in the first place. According to research, more than twice as many people go online to learn (88 percent) and socialize (82 percent) than to do business (39 percent) or to shop (31 percent).
That means that if all of your content is shared in the context of an audience that’s always looking to do business or buy something, you’re missing it.
Your context strategy is just as important as your content strategy. The context should always anchor your content because contextualized content has the best chance of breaking through the clutter and getting noticed by others.