Is Content Really King?

Posted on: June 27, 2013

Category: General

Is Content Really King?

If you're into marketing you have probably heard the saying "content is king" more than a few times. Content marketing can be explained as an offering - what your brand does, how they do it and what makes it stand out from the others. This is often accomplished through blog and social media posts, creation of infographics, ebooks or even sending samples of your product out. The focus is to deliver informative and useful information to your audience. 


Today, content marketing is just touching the tip of the iceberg. It is more important than ever for brands to focus on context just as much, and if not more than content marketing. With so much information accessible to your potential customers online, it is vital that the right content is being created and sent to the right people at the right time. The companies that are able to market their content in the proper context will stand out among the rest. 


One of the most talked about context marketing successes of the year was the Oreo tweet that was sent during the Super Bowl, within minutes of the power going out. This tweet went viral almost instantly, with over 10,000 retweets within the hour of it being posted. The tweet signaled to the marketing masses that the winners in the social media marketing space are those that are acutely attuned to what is going on outside their brand in the ‘real’ world, and capable of producing engaging messages  (in a timely manner).


Successful context marketing involves content being personalized specifically for your audience at the appropriate time. Many people are going to be looking for specific information at certain times (such as a mega event like the Super Bowl) so ensure your content is contextualized. Not only will your content be more relevant to your audience, they are going to be less likely to be annoyed by it and will more likely engage with your brand's content!


As Jonathan Gardner reported for Mashable a year ago, context is now king, and content has been shifted to Queen.


Although content and context marketing are very important factors to successful marketing - proper promotion is what will secure your brands message to the masses. Ensure that your team is ready to respond in real time to news, current events and trends. Further, your team should be prepared to craft content in real time, and ensure that it is released in a timely manner. It is when these two factors come together that a company will see success and attention.


If you would like to talk about how you or your brand can utilize video marketing to create context and content, feel free to contact us.

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