For the past few years, the focus of much social media marketing has been on content…content…CONTENT! As 2013 has arrived (and I can’t believe I’m writing that), there’s a new sheriff in town – context.
If you’re a fan of Brian Solis, you’re likely already familiar with this concept. In his book “The End of Business as Usual,” he outlines that connected consumers are “far more self-regulating” and have more ways to curate the content they receive than ever before. So much so that providing “contextually relevant information” is much more important than the actual content itself. Rather than wondering “does this blog matter to me?” consumers are now wondering “does this blog matter to me now?”
The more and more familiar we all are with social media, the smarter we’ve become about how to use and consume it – especially the younger generations. When it was new, we put ourselves on the track to information overload by basically following anyone and reading anything that seemed interesting.
But as we’ve become more savvy, we’ve started to filter the things that aren’t particularly relevant to us. We have Google Readers to regulate blog feeds, we have twitter streams with short blips to help us choose which link to click, we even have websites like Facebook and Zite, with complex algorithms to ensure that we only receive the information we WANT to read.
It’s not enough to produce engaging content anymore, it needs to be engaging content sent to the right person, at the right time and via the right channel.
Of course, the content you create is important. As is the fact that you’re creating content at all. But now it’s important for marketers and business owners alike to focus on creating content that’s specific to the interests of their consumers (or subset of consumers) more-so than consumer demographics.
Beyond creating engaging content, brands must create engaging content that feels personal. It must mean something to the person reading it. The only way to accomplish this is to ensure that it’s contextually relevant.
In 2013, we must know our consumer(s) much more than we ever have and aim past achieving high impressions or click-through-rates. Our charge now is to create “meaningful engagement.“
What does context marketing mean to you?