Content isn’t king, context marketing is
In our recent B2B marketing challenges report for 2016, at Fox Agency, we declared that context marketing is king; content is dead. Okay… we will admit, content isn’t dead. But it is certainly true that context is far more important. Wondering why? Let us explain.
First, a little honesty. ‘Content’ is a new term used by the marketing industry for something we’ve had for a long, long time – marketing messages. No matter how cleverly disguised, content is driven by an agenda, and will be orientated toward delivering the audience with brand messages to increase awareness, engagement and sales.
Good. Now we have cleared the air. So content isn’t king because ultimately the audience realises it is just more marketing. Just more fluff. But what if that marketing fluff isn’t fluff to them. What is the audience is truly interested in what a brand has to say? On those occasions, you’ve got the context right. This is why context marketing is king.
Relevancy matters. By knowing your audience, their likes, the channels they use online, the terms and jargon they are familiar with and the sites they like to read, you can begin to adapt your content towards something that will resonate. You can use those terms, post to those channels and write in a style that they like. Whether it is Business Insider or Heat Magazine. Adapt to their interests and your content will become king in their eyes.
Finding this information is often tricky. Powerful social insight tools can help you in your investigation, and surveys can allow you to ask the audience directly. We use both approaches in our own insights team and develop reports for brands to help them paint a picture of their audience. From this, we produce content that has impact – and by that we mean, people actually read/watch/engage with it!
So next time you hear someone declare content is king. Tell them to pipe down and add a little context to the discussion.
You can read our B2B marketing challenges report here.