I know what you’re thinking: That’s a typo. She definitely meant “content,” right? In the digital space, we tend to think that content is EVERYTHING. Which isn’t wrong, because it is a lot of things. Important things even, but it definitely isn’t everything.
A lot of times we fall in love with a message, but then forget to think about where or how to say it. The context – where your message exists – should be one of the first things you consider.
So, what exactly is that context you should be paying attention to?
First, you need to think about where your audience is. Know what platforms they are using and where they are going organically to consume content. Be there, rather than spending your efforts and money trying to be relevant on all platforms. Focus on the ones where you can create meaningful engagement.
But simply “being there” isn’t enough. You need to understand how your audience is communicating on that platform. Pay attention to what kind of content they’re interacting with and what kind of content they’re sharing.
Another tip: Be aware of what’s going on in the world, and be thoughtful about when to chime in. Not every trend or event needs your brand’s take.
Lastly, remember the digital world is fast-paced and ever-changing. Always be vigilant of the space your brand exists in. Platforms change. Human behavior changes. And with that, the context for your message changes, too.
