Content is the king! You probably already know this very well. But do you know that this king can no more rule social media, alone. A new king or let’s call it a queen called Context is emerging and will soon be as important as the Content.
Great content will keep your community engaged and attracted. But the online world moves fast and social media is dynamic. Soon content alone will no longer be sufficient. Brands need to support it with the right context and then start talking to their fans. There are limitless possibilities for brands that create great content and present it in the right context.
Here’s an examples of a brand that is practicing Context Marketing and reaping rewards.
Some time back my friends at http://lighthouseinsights.in presented a nice case study on How Standard Chartered India Built A Food Network. Do go through it.
What Standard Chartered has figured out is the context in which they can promote their Dining Offers – their Credit and Debit Cards.
Instead of ‘in your face’ marketing and pestering people with annoying tele calling they chose to engage them on Facebook with quality content and right context.
Standard Chartered created a Facebook page named India Food Explorer just to unite all Foodies & make them their Foodilicious experience.
They knew their target market for these credit and debit cards are people who love food and food offers so they went ahead and created a dedicated page which talks only about food, and subtly promotes their cards.
- Attracted crowd from metros such as Mumbai, Delhi, etc.
- Most of them are young Indias (18-24)
- 60-40 male to female ration (quite decent)
- Diverted traffic to website
- Generated leads
Standard Chartered surely must have spent a whole lot of money in acquiring those 700,000 fans, but at least they knew where to invest their money and in which way.
What we can learn from this?
You need to be forward thinking and brave – Standard Chartered was smart enough to craft this strategy and brave enough to implement
Facebook is a great platform to reach target audience – As Brian Solis points out here, Facebook is pushing marketers toward interests combined with demographics to introduce contextual opportunities that are more relevant thus increasing the likelihood for engagement.
Content coupled with Context is a match made in heaven and good for your brand.
You may have amazing content at hand but over a period of time you will realize that content alone is no more sufficient to keep your fans engaged. You need something more, you need to go one extra mile. And that is where the CONTEXT comes into play.
Do you know of any other good examples? What’s your take on this? Please share your comments below.