I was reading one of Dave Trott’s articles on content and the fact that the real question wasn’t about how good it was, but rather how well it was distributed. Although I disagree that content can be anything (people don’t eat ****), I found the point on its delivery quite interesting.
After the year of content and the year of mobile, maybe it’s logical that everything is now about context. What made Amazon successful a few years back is now common practice. You’re much more likely to listen to suggestions if they are tailored to you and if you’re in the mindset of buying. I graduated with a dissertation on the potential of NFC and how supermarket shoppers could be prompted with a relevant promotion when walking past the relevant aisle. Or imagine McDonalds calling out drivers on the motorway with a contextual suggestion on Apple CarPlay?
After launching a partnership with Spotify, Uber has just unveiled an API for developers to create contextual content and services for their riders (think about Heineken telling you about some cool bars in the area you’re heading to). 4newswall made the news accessible and relevant to millennials, and was hosted on Tumblr. Even the latest iOS is now “learning” your habits to suggest actions based on the context you find yourself in.
Most marketers are scared of the connected world’s ecosystem, not knowing where to start. That’s probably why most content is still buried within millions of YouTube videos and Facebook posts – the megaphones of social media. The truth is that the countless platforms available offer the richest opportunities in terms of audience and context.
So instead of creating content for the sake of it, start by learning your audience’s pathways. Only then you can reach them with relevant content that won’t necessarily hit billions of likes from some bots in India, but that will engage and move people to their very core. And that’s pretty much what true content should be about.