From content strategy to content as a strategy

Last week I was invited at a Contentful event to talk about our digital content strategy. Not the one from the past few years but the one we are implementing right now and that you will start to see the first results very soon.

The strategy refers to the plan and approach we use to create, distribute, and manage digital content that aligns with our brand values, objectives, and target audience. It involves the development of a comprehensive roadmap to guide the creation, delivery, and optimization of content across various digital channels and platforms.

In the context of the luxury industry, where exclusivity, craftsmanship, and storytelling are often key elements, the content strategy aims to deliver a premium and immersive digital experience that resonates with our target audience. It involves leveraging digital platforms such as websites, social media, email marketing, blogs, videos, and other online channels to communicate the brand's narrative, showcase its products or services, and engage with customers.

During the interview I also quoted the phrase "content is king" (from Bill Gates I believe) that has been widely used to emphasize the significance of high-quality, valuable content in digital marketing and communication. However, in recent years, there has been a growing recognition that while content is indeed important, context plays an equally vital role in effectively engaging and connecting with audiences.

Context refers to the specific circumstances, environment, and situation in which the content is consumed. It encompasses factors such as the target audience's demographics, interests, preferences, location, device, and the overall cultural, social, and technological context in which they interact with the content.

Here's why context is considered more important:

1. Relevance and personalization: Context allows brands to tailor their content to be more relevant and personalized for their audience. By understanding the context in which the audience will encounter the content, brands can create messages and experiences that align with their specific needs, interests, and preferences. This helps to establish a deeper connection and resonates more effectively.
2. User experience: Context is crucial for optimizing the user experience. By considering the context in which content is consumed, we can design seamless and intuitive experiences that adapt to different devices, platforms, and channels. This ensures that the content is delivered in the most accessible, convenient, and engaging way, enhancing user satisfaction and encouraging further interaction.
3. Channel and platform selection: Context informs the selection of appropriate channels and platforms for content distribution. Different platforms have their own unique characteristics, user behaviors, and content consumption patterns. By understanding the context, we can choose the channels that best align with their target audience's preferences and habits, maximizing the reach and impact of their content.
4. Cultural and social sensitivity: Context helps us avoid misinterpretation or cultural insensitivity in their content. By considering the cultural, social, and regional context of their audience, we can ensure that our messaging and visuals are respectful, inclusive, and appropriate. This enhances brand reputation, trust, and credibility.
5. Timing and relevance: Context enables us to deliver content at the right time and in the right context. By understanding the audience's journey, behaviors, and needs, brands can deliver content that is timely, helpful, and valuable. This increases the chances of capturing attention, driving engagement, and influencing desired actions.

In summary, while content remains important, considering the context in which it is consumed allows us to create more personalized, relevant, and engaging experiences. By understanding the audience's needs, preferences, and the environment in which they interact with content, we, as a brand, can deliver messages that resonate deeply and have a greater impact on our target audience.