Content Vs. Context
Content and context are concepts that go together like puzzle pieces. You can’t talk about content and don’t considering the context.
Having a better understanding of these concepts will help us to construct more effective marketing strategies and get desirable results by context marketing.
Content is the material, a topic, a thing, the story you want to share with others.
Context is where your content gets meaning. It’s a surface where you give meaning to your material or target.
The content is like the body, and the context is like the soul. If you want to get the best results, you can’t separate them.
Consider your content can be text, image, audio or video.
It’s not all about marketing. It is about better understanding different subjects in the bed of where they occur.
Water is water, but when you pour it into a container, it takes on the shape of the container.
Like this post, the content of this post is about “content and context“, however, because we are writing for our audiences (context), we will not talk about the linguistics field of context, etc. We talk about “content vs context” in terms of marketing.
What is more important content or context?
Shortly, context is more important than ever. Knowing the context allows you to identify where you can find your customers.
It means finding the right person and the right time to promote your business.
Distribution as one of the functions of marketing, in the right place, can result in more effective results for your marketing campaign.
It is probably one of the most quoted sentences we have heard.
Bill Gates said this sentence in 1996, when the world faced a lack of content creation and the internet was just five years old.
These days, we are bombarded by many ads and content every day; everyone wants us to listen to them. This is where context comes into play to make your company stand out.
Every business tells a story. Context make your story unique for your target audiences.
Think of googling. Searching on Google brings up a lot of results that answer your question, but if you know that a website professionally works in a specific industry, you go straight to it for information.
That website has the content, but make a context under its content that you feel you must find your answer here.
What is an example of context?
There are several different examples of context that influence content.
All kinds of shops and retails regard shop decoration is critical to promoting themselves; however, the budget and decorations each shop considers are determined by its content.
We don’t see a book store that looks like a Hermes or an Apple store.
Alternatively, in a marketing campaign you consider who your audience or customer is and then create a message based on her/his persona and profile. Your royal customers can receive a premium gift, but your YouTube campaign is aimed at your general audience.
Context marketing means reaching the right person at the right time to promote your business.
Imagine all your contents as a piece of a puzzle.
If you don’t have the bigger picture, can you guess what happens if the puzzle pieces come together correctly?
First of all, you must create the bigger picture you want to get at the end.
Then, break down the bigger picture into smaller pieces (your contents).
Now, we can say that we know what we’re talking about first of all, and then we know why we create each piece of content.
Each content has a goal, and when they all achieve their goals, the bigger picture emerges.
This is context marketing. Twenty-five years ago, many people didn’t have the internet, and the major media was TV.
Small and medium businesses today must focus on finding audiences who can convert into their customers.
By targeting different audiences in different ways, context marketing can also help you achieve performance marketing goals.
As we can see, context is the infrastructure, the foundation, and the bottom layer of content.
To talk about content, we must consider the context. In most situations, context is directly influenced by buyer personas. Without considering them, we cannot sell and better distribute our content.
This is why context is more important than our content, and the content is built on top of it.
We mustn’t say “content vs context”; we must say “content and context”.