Context Always Mattered, Now It’s Crucial

As the flood of content marketing continues to populate the interwebs, you’re starting to hear context come to the fore. Context was the overriding theme at yesterday’s xPotomac conference with almost every session featuring conversation about the need to provide context.

It’s ironic, because in reality great brand and marketing campaigns have always resonated thanks to context. From the Maytag Man to Oreo’s slam dunk Instagram ad during the Super Bowl, people had an affinity to the creative and message.

Moving back to today, the Internet content of now demands time. Whether it’s a few seconds to absorb a photograph or several minutes to read a thoughtful post, you need to stop paying attention to whatever else you are doing and invest in that content.

Often to get that attention, this content has some sort of tangential context to the customer. Meaning, the content relates to a personal or professional interest. When marketing doesn’t have context, customers simply ignore communications.
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