Context Marketing Is The New Content MarketingFebruary 12, 2018
Have we gone wrong with the spellings of ‘context’ and ‘content’ in connection with digital marketing? 99% of digital marketers will say, we haven’t, and they are correct.
Now, we know, you might have questions like – Why have we left 1%? Aren’t all digital marketers aware of the difference between context and content?
We are here to answer. We deliberately left 1% because this 1% includes small online marketers or marketing agencies that still follow tried and test, traditional ‘content is king’ formula. Yes, most are aware of the transition but haven’t started working on it.
In the 1990’s Bill Gates made a statement, “Content is King”. He was right. Content plays a vital role when it comes to improving engagement with a brand – may it be on a website, a blog, a Facebook page, or even a Twitter profile. Without content, including text, images, graphics, etc., the web pages would be blank, and no one would connect with blank pages.
So, how is “context-marketing” different than “content marketing”? Actually, there is no difference, content still rules. However, content marketing provides educative information to the targeted audience while context marketing does the same thing, but a meaningful content is targeted to the relevant and specific audience through right medium, at the right place, and at the right time.
Wondering, what ‘context’ means?
‘Context’ means a part of a text or narrative that encloses a particular word or paragraph and defines its meaning. Let’s see what happens in absence of context –
- the meaning is lost.
- the audiences get confused about the message/communication
- audience find it difficult the takeaway from the message and,
- the message fails to connect with the audience.
Today, the pace of communication is much much faster and consumers do not like to get bombarded with out-of-context messages, mailers, posts on social media platforms, etc. Thus, digital marketers need to plan and execute effective context marketing by following three basic yet strong points –
- Right content;
- Right prospect;
- Right time.
Marketers should shift their perspective from mere content marketing to context marketing by –
- Working on interactions instead of campaigns.
- Engaging instead of targeting.
- Recognizing the customer instead of segmentation.
- Share utility rather than messages.
No doubt, “context marketing” is the new content marketing, but it is an evolutionary step toward focused, timely, and effective digital marketing. To put “context marketing” in practice for your business, look out for a digital marketing company in India which has the experience and expertise to expand consumer base and effectively engage with your target audience.