{"id":552,"date":"2013-07-11T09:46:58","date_gmt":"2013-07-11T14:46:58","guid":{"rendered":"http:\/\/flevy.com\/blog\/?p=552"},"modified":"2013-07-11T09:47:56","modified_gmt":"2013-07-11T14:47:56","slug":"context-is-everything","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/context-is-everything\/","title":{"rendered":"Context Is Everything"},"content":{"rendered":"

In the broadest sense, context is the sandwich board you wear around telling people how you are feeling before you ever open your mouth.\u00a0 Have you ever had a friend ask you \u201cwhat\u2019s wrong\u201d just by looking at you?\u00a0 That\u2019s context.<\/p>\n

Some genres of content are much easier to lend context to than others.\u00a0 For example, have you ever watched a scary movie without the sound track?\u00a0 It just isn\u2019t the same.\u00a0 How about a tear jerker?\u00a0 Not so sad without the sound.\u00a0 Sound is an almost invisible context which is perhaps the most intense of our senses.\u00a0 A good sound designer can make or break your message.<\/p>\n

How about those great New Yorker cartoons that don\u2019t need a caption.\u00a0 The context is in the characters expressions and background.<\/p>\n

A video uses colors, expressions, backgrounds, dialog and situations that bring us directly to the emotional response that the director and\/or editors are trying to achieve (if done correctly).<\/p>\n

A picture or infographic can easily bring the user to the desired response as well as long as the producer is astute.<\/p>\n

HOWEVER, context using only the written word is incredibly difficult.\u00a0 Take the sentence \u201c I didn\u2019t say I killed my wife\u201d.\u00a0 Simply by placing the emphasis on any one of the words, completely changes the context of the sentence.\u00a0 I didn\u2019t say I KILLED<\/b> my wife.\u00a0 OR\u00a0 I didn\u2019t say I killed MY<\/b> wife.\u00a0 Etc, etc.\u00a0 Try it\u2026 it\u2019s fun and a striking example of how writing can easily be misinterpreted.<\/p>\n

Now that content strategy, content marketing and content development are the fastest growing segment of today\u2019s marketing departments brand building and audience engagement, the stakes have gone up exponentially.<\/p>\n

\"madison<\/a><\/p>\n

No longer can a brand or company use interns or entry level staff to craft the blog, article, email message or video campaigns. \u00a0And then there are the bad advertising agencies who think they\u2019re being funny, AT THE EXPENSE OF YOUR BRAND!<\/p>\n

In order to be a successful marketer, the investment needs to be made to hire or outsource to professional writers and\/or producers who understand messaging.<\/p>\n

So next time you consider saving some money by using interns, content farms, or inexperienced writers or budget videographers, think again.\u00a0 Would you buy the pot in the ad above?<\/p>\n","protected":false},"excerpt":{"rendered":"

In the broadest sense, context is the sandwich board you wear around telling people how you are feeling before you ever open your mouth.\u00a0 Have you ever had a friend ask you \u201cwhat\u2019s wrong\u201d just by looking at you?\u00a0 That\u2019s context. Some genres of content are much easier to lend context to than others.\u00a0 For… Context Is Everything<\/span><\/a><\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[114,81],"tags":[239,169,211,238],"class_list":["post-552","post","type-post","status-publish","format-standard","hentry","category-corporate-communications","category-strategy","tag-content-development","tag-content-marketing","tag-content-strategy","tag-context"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/552","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=552"}],"version-history":[{"count":3,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/552\/revisions"}],"predecessor-version":[{"id":556,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/552\/revisions\/556"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}