The C-Word

9 Mar

A woman shouts, ‘’Fire!’’ in a crowded theatre.

The audience stampedes for the exits and in the ensuing panic two people are crushed to death.

The theatre burns to the ground and the woman is acclaimed as a hero.

A woman shouts, ‘’Fire!’’ in a crowded theatre.

The audience stampedes for the exits and in the ensuing panic two people are crushed to death.

There is no fire and the woman goes to prison.

The message is the same in both cases.

Only the context is different.

So clearly context is every bit as important as content when it comes to delivering a message.

They’re really two sides of the same coin.

Given that the effectiveness of one is inextricably tied to the other, I find this next statistic odd.

Google “content marketing” and you get 19,400,000 hits.

Google “context marketing” and you get 37,900.

Does this huge disparity help explain the repetitious drivel, inane listicles and dull platitudes that make up so much of what passes for content?

It’s hard to believe there’s no connection, data usually means something.

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