Content is King? Not Anymore

Patti RennerThere’s an obesity epidemic online… the “king” is getting too fat. “Content” as King is facing regime change. Today his leaner, stronger brother, “Context,” is about to steal the throne when it comes to online marketing effectiveness.
The amount of information online is growing at a mind-blowing rate. And every 48 hours, it expands exponentially further. So what’s a marketer to do to break through the deluge and properly reach the target?
That’s why context is quickly becoming a marketing priority, requiring the business intelligence to back it up. People no longer really care about massive amounts of content. They know the information is out there. I’m pretty sure people don’t make the time to sit and consume online information like they used to. Add to that the fact that people’s “BS radars” are far better than they used to be (to quote Gary Banerchek at a keynote presentation at the DMA 2011 on Monday). Of course they want content – it’s why they’re online or on a device to begin with. But they want that content to be appropriate to the context at that moment, and not just pushing what you want them to buy.

Tips to make the shift from Content to Context:

  1. Be human. Instead of trying to push your marketing message out there, take a moment to consider the person who will be receiving it, who they are as a person. What are their needs? Why do they want it? Personalize the message at its core.
  2. Listen. With so much information and sharing online, it’s easier than ever to “hear” what people want, to help you frame the context of future marketing communications. Search your product name on Twitter to see what people are saying. Dig deeper into online reviews. Talk to your customer service people and sales people about their day-to-day experiences and conversions. Being more aware will help you add value to your messaging.
  3. Ask. Wondering what your audience wants from you? Just ask them. Concentri has easy-to-use survey tools built right into the software. You may think they’re opening your emails for the information, when what they really want is the link to get to your website. Find out, then give the people what they want.
  4. Analyze. Use the data you have available to you. Test. Tweak. As you narrow your messaging and tighten your targeting, tools are available to help make it easy for you.
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