Beyond the hype

Content is King! Content is dead, Community is King! Context is King.… etc etc. What is right and what is wrong about all this? There are a few things I learned over time that I think are important values in marketing today. Let me know what you think. And by the way, it’s not one or the other right, it’s the combination of all of them.

Content is King

It’s clear it’s some people agree and some don’t on this statement, more than anything else this has sparked many discussion already and also I have written about it before. Mitch Joel says content is everything, Doc Searls said right the opposite and I respect them both, still I’m with Mitch on this one. And this is not just an online thing either. Whether you talk about Google’s search index, a blogpost, … it’s where it all starts. What has changed most vs. when we started using ‘Content is King’ in the nineties is the fact that creating content has become a lot more democratic these days, today you and I can create a lot more and easier than ever before.

Distribution is Queen

But content is not all. I think it was when email marketing really began to take off that we added ‘Distribution is Queen’ to the first statement about content being king. All of a sudden we were talking about push vs. pull, permission marketing, etc and it was clear that getting your content out there using more channels than the one it was initially created for was a good idea. That was back then. Today we have RSS, widgets, SEO, APIs, … and all kinds of different ways to get content distributed. Taking the example again of Google’s index being content, then we have to recognize that the clean and fast landing page, fast search, AdSense, etc etc also have been crucial in their success. Distrubution trumps destination.

Context Matters

You got great content and I can access it the way I prefer… still I need to be in the mood for it. Is this the right occasion, or that right timing? John Dodds recently said (when talking about content): “Your focus should be on giving people content they want, when they want it and realise that as soon as you don’t, they’ll move on and remember your content as being irritating multi-media spam in their noise-filled lives.” Microsoft Advertising and MEC Interaction did some research a while back on context which you can download here. Take the context into account and your message will become more relevant… and so will you.

Age of Conversation

Make it social. Get people involved, for real. Some people find the term conversation overused, I don’t. It still is a very good metaphor – yes a metaphor – about how consumers want to interact differently with brands. I’ll take the liberty to repeat this definition of ‘conversation’ found in Wikipedia: Conversations are the ideal form of communication in some respects, since they allow people with different views of a topic to learn from each other. A speech, on the other hand, is an oral presentation by one person directed at a group. For a successful conversation, the partners must achieve a workable balance of contributions. A successful conversation includes mutually interesting connections between the speakers or things that the speakers know. For this to happen, those engaging in conversation must find a topic on which they both can relate to in some sense.” And yes it’s a cliche, but that conversation is already going on, you don’t have to set it up.

In the comments of Mitch’s post about ‘Content is everything’ which I referred to earlier there’s also a nice quote made by Kneale Mann putting it like this: “Content is king, context is the glue, community is the soul.”

Anyway, that’s my take. Tell me what’s yours.

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