The power of context in content
Sometime ago I read a pretty informative blog article by Azam Khan of Digitz about the ways marketers can develop effective content strategies.
He made some valid points and his statement about context attracted my attention in particular. He wrote “Define where your audience is going to consume your content. Identify the right platforms (social media, SEO, mobile, activation) where your audience can best interact with your content. The context is as important as the content.”
I am glad he mentioned context but in my view context is more important than content or more important than marketers believe it is.
In my years of marketing experience, I have mourned the fact that in Pakistan most advertising is devoid of context. Globally marketers have learned to harness the power of context, be it by leveraging popular events, or creating a paradigm shift in the minds of the audience. It’s high time that in our market we learn to use context to create more impactful and differentiated campaigns.