Marketing Content vs. Context

One thing I always find when I work on marketing with companies is the need to remind people about the importance of both their content and the context.  Let’s take a really simple example: a Facebook post.  If you see just a link in the post and nothing else, what is the likelihood you’re going to click on it?  Unless you’re really familiar with the person and know the type of stuff they usually post and that it’s usually stuff you’re interested in, you probably won’t click the link, right?  After all it could be spam.  With this example in mind let’s take these two concepts and examine how important they are in your marketing.

Content: this is what you’re sharing including what’s on your brochures, store (fronts), websites, newsletters, blog posts, Facebook page, Twitter profile, YouTube videos, pinterest posts, and anywhere else you’ve got stuff that people would see in direct relation to your business.  As a business, in your marketing first you’re usually answering the question “What’s in it for me?” that all potential customers want to know.  Once you’ve answered that question, hopefully telling them in enough detail to help them know why they can’t wait any longer for your help, then it’s up to you to reinforce that information with things that will reassure them that you know your stuff and build enough trust for them to reach out and work with you.  Content that you share with your clients and potential clients must be informative, relevant and interesting.  The most important of those 3 is relevant.  Unless you can prove to your viewers the relevance of that bit of information, it’s not relevant and you don’t need to share it.   A simple example would be a marketing company posting silly videos on their Facebook page that have absolutely nothing to do with their branding or services, interesting maybe, but totally not relevant.

Context is the next piece after you’ve established your relevant, informative and interesting content.  Context is the who, what, how, when of what you share.  Think back to the example first shared about Facebook, if you’re just sharing a link and not telling people what is important about that link, why you’re sharing it and why they should care, they probably won’t!  I’m not suggesting everything you share needs pages of information and explanation surrounding it, that would lead to some big brochures, long websites, boring posts and probably a mass exodus of customers.  Context helps people understand what’s relevant about what you’re sharing with respect for their intelligence and time.  It also helps you ensure your point gets across and connects with the people you want it to.

This week I encourage you to take a look at your marketing efforts.  Are they sharing good content within context that connects with people?  If you’re discovering that your marketing is lacking in both context and content, I’d love to help you get back on track.

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