“Content is king, but context is god.” Gary Vaynerchuk uses his website to share his thoughts on the connection between content and context.
Vaynerchuk’s ideology is based on the phrase coined by Bill Gates in 1996. Gate’s infamous essay, Content is King, examines the importance of content with the emergence of online resources. He argues that the quality of work will determine the success of the digital source. Having quality content that engages the audience becomes critical when dealing with digital mediums.
Vaynerchuk agrees that content is important, but expands the idea by considering platform and audience. He examines the correlation of these factors through the lens of digital advertising. An effective ad consists of robust copy and information that is beneficial to consumers. However, that is not the only factor that impacts a consumer’s perception. The user’s experience will affect success.
Vaynerchuk’s Tips for Creating Context
- Respect the platform and audience
The medium and environment where an ad is experienced can impact the audience’s susceptibility. If you are distracted then you are less likely to be moved by smart copy and interactive advertisements. This particular rule reminded me of the material I learned during media systems and planning. Media planning is the process advertisers use to determine where, when, and how often an ad should be run. The context of the advertisement and platform elevates a campaign to the next level.
Effective billboards are a great example of respecting the platform. When you are driving, you may notice that ads appear on the highway. They can range from evangelical calls to action to McDonald’s ads. The best billboard advertisements include creativity and unique thinking. For example, Colgate created a billboard that integrated light to make the content more visible at night. The addition makes the billboard 3D and adds an eye-catching element. Media planning has many helpful qualities.
Media planning is also integral to avoid juxtaposition of messaging. When buying advertising space, you must research the area and the surrounding ads. If there are other media messages in the area that counteract yours, then it is less effective. Choosing the correct platform isn’t the only important factor in contextualizing a message.
The audience should be considered when packaging the content. Journalism articles tend to use snappy leads to gather attention. Readers have short attention spans; therefore, the information must be interwoven with fascinating stories and anecdotes. If an article’s goal is to persuade a specific audience, they must consider their interests and strategically draw them into the article.
- Don’t Interrupt the experience
Nothing is more annoying than pop-up ads ruining your experience online. I get frustrated when I am taken away from my content. These negative emotions can lead to an unfavorable image of the brand. Therefore, the best ads and content pieces elevate the platform they are on, rather than diminishing its value.
Native advertising is a common method of integrating original content with advertisements. These are often seen in magazines and online resources. They are ads that are less noticeable to the consumer, and bank on sustained exposure. Transparency is important with native advertisements to establish trust. Since the advertisements blend in with the content, consumers may feel manipulated if the sponsorship isn’t directly stated. When they are executed ethically, native advertisements are a great resource in print and online materials.
- Be Consistent and Self Aware
Vaynerchuk’s last piece of advice is to make sure the content is entering the platform at a consistent frequency. This allows for more consumer interaction with the material. This tip is integral to my success because I go through moments of inspiration. When I am experiencing creative burn-out, consistent content creation becomes challenging. Batching social content will hopefully provide a solution. This technique involves creating mass amounts of visual content at once, then posting it systematically.
Content and context go hand and hand. To create effective campaigns you must consider all the elements that impact the consumer experience. When both are considered, media magic can be made.