Why Content Alone Isn’t Enough
“Content is king, but context is God.” Gary Vaynerchuck’s statement is short, bold, and, ironically, it doesn’t make much sense when taken out of context. He wrote this in response to Bill Gates’s 1996 essay Content is King. Vaynerchuck’s theory suggests that content means nothing unless the creator frames it to respect the platform that houses it, and the intended audience.
When Gates wrote Content is King, the only digital context was the internet as a broad category. Various websites focused on different topics, but they paled compared to what exists today. Vaynerchuck’s description of context is most applicable to social media and mobile apps.
Facebook, Instagram, Snapchat, Twitter, and LinkedIn are all social media and networking platforms, but they exist in different contexts and have unique content. You wouldn’t expect to see a formal statement declaring that someone is open to work posted on Instagram, just as you wouldn’t expect to see vacation photos on LinkedIn.
But context is more than knowing the connotations of the platform that is hosting the content. Context also means building a positive relationship between the audience and the creator through individual interactions. Many brands take this approach on Twitter by replying to customers’ tweets, usually in a comical way.
Although there are more opportunities to create context in digital media, context exists in print media as well. Magazine editors, for example, carefully select headlines and cover photos to create context and draw in the audience. A health food magazine would likely have a picture of professionally prepared food on the cover with a headline like “10 Meals that are Too Good to be True.” Conversely, a tech magazine might have a sleek picture of the latest release of a product with a headline like “Apple’s Latest iPhone is the Biggest Disappointment Yet: Find out why on page 11.”
Creating context is challenging regardless of the form of media, but different contexts have varying degrees of definable demographics that can guide the content. It is harder to create context in media like out-of-home advertising because a wider group of people are likely to encounter it. One benefit to this kind of media is that the demographic includes people who live in a specific area.
One example of effective context in out-of-home advertising is the Bud Light billboard that reads “Philly Philly” in bold white letters on a navy background with a light blue rectangle around it, typical of Bud Light branding. It plays on the phrase “dilly dilly,” which is associated with Bud Light but adapts it to the target audience of Philadelphia by swapping “dilly” for “Philly.” Doing so shows Philadelphia residents that Bud Light cares about them. It’s particularly applicable because Philadelphia is home to numerous major sports teams, including the Eagles football team, the Flyers hockey team, and the Philadelphia Phillies baseball team. After all, what are American sports without beer?
Chick-fil-a billboards are another example. They’re lively and eye-catching, often featuring cow statues doing shenanigans. This extremely memorable presentation appeals to people of all ages and makes the brand seem fun. It’s also a non-traditional approach to billboards, making passersby double-take to take in the three-dimensional aspect.
As a social media assistant at Quinnipiac University, I consider context daily. I plan posts and content around the available platforms and customize them as necessary. For example, campus pictures go on Instagram, announcements and news go on Twitter, and goofy or trendy content goes on TikTok.
For example, Valentine’s Day recently passed, and my team in the marketing department thought it would be fun to celebrate and post about it. Because Valentine’s Day isn’t a serious holiday, does not relate to academics, and is generally not observed in religion, it would not fit the context for Instagram, Facebook, LinkedIn, or Twitter. The lighthearted day, however, is perfect for TikTok. My team made a video about Boomer, the Quinnipiac University mascot, being sad that he didn’t have a valentine. Text appeared throughout the video that said, “If you’re single on Valentine’s Day, it’s okay. Boomer is too.”
Successful content results from well-planned context that draws in the audience and makes them feel something. Context also makes large entities, like a university, seem more authentic in the audience’s mind because the content then supports a sense of individual value.
