‘Content is king’ is an expression that is widely accepted as a basic truth.
Pity it is wrong.
Creating content has become commoditised, everyone is doing it, you can now buy AI programs that will do it for you. (Let me know how that goes)
The value of any content is magnified geometrically when it comes to the receiver in the appropriate context. It is the context that connects first, before the content has a chance to make an impression.
Remember what happened when you were considering buying a new car?
Suddenly, you see the car you favour almost everywhere, even if they are relatively unusual.
It is the same with ‘content’.
When thinking about a new car purchase, you will rarely see content produced by an architect, no matter how good it may be. However, if you have decided your house needs a reno, will probably see an ad that highlights renovation architects.
Context.
Most search results have ads running down the RHS, which we mostly do not see. However, from time to time, we do ‘see’ an ad, and mostly it is because our subconscious has latched onto a photo or headline that reflects something that has been on our conscious mind.
In other words, the message intrudes on our brain because it hooked into a context, then if the content is any good, we may take it further.
This balance between context and content more than anything else is why you must understand the behavioural drivers of your ideal customer, to ensure not only does the right content get to them, but it does so in a context that it will be seen, and understood.
Header cartood credit: Tom Gauld from new Scientist magazine.
so true – and very nicely expressed
Thanks Colin