Content is King, But Context is Queen

There has been a substantial change in the way people consume information and communicate since the proliferation of social media platforms in the last few years. 

Content, regardless of whether or not it’s personal or professional, is no longer consumed at appointed times and in pre-packaged forms. As it becomes customary for individuals nowadays to check multiple content sources throughout the day to stay better informed, we see a need for marketers to adapt and evolve in order to stay ahead of the game and cater to desired audiences.

Marketers have caught on to these trends and are rolling out content aggressively to engage with their target audience. They are well aware that not all social networks are equal, as the purpose and mindset of consumers vary on each platform.

Marketers are also no strangers to appealing to consumers’ emotions on personal networks and focusing on evoking past memories and entertainment for personal appeal, but what marketers need to recognize is that, even on professional networks, consumers are susceptible to emotions as well.

On a professional network, emotions are centred on achievement, aspiration and ambition. Content possesses a higher value in a professional context, hence it is crucial for brands to be “always-on” in order to ensure a consistent momentum.

By digging deeper into how consumers engage with content on social media platforms, the second instalment of LinkedIn’s 2014 The Mindset Divide study revealed key insights that can assist marketers in effectively offering professionals right content in the right context. On LinkedIn, content is king, but the context is queen. Professionals are hungry for knowledge that can help them stay ahead of the competition and stand out amongst their peers within their industry.

Almost 70 percent of professionals agree that they like to be the first to receive and share professional content that others might find useful. Current events, financial news, company insights and industry trends are considered the most important content for professional networks, and social media sites are the fastest growing publishing platforms used by professionals and absolutely fundamental to their content routines, delivering relevant content to 59 percent of professionals on an almost daily basis.

Professionals’ response to content varies hugely depending on which social media platform they are using, with significant shifts in engagement and the importance attached to reading, sharing and commenting on the content they receive. This means that marketers need to be conscious of how they’re leveraging different social media platforms for different roles.

Consider integrating multi-platforms to amplify specific content. Interestingly, research also shows that the credibility of professional content will reach a new high when the content is shared amongst their own social platforms, deeming it useful to the user.

The study also found 64 percent of professionals share through a social network. When a piece of content is shared extensively, brands and companies should always proactively encourage users’ comments on the platform, especially if the author carries much respect in his or her field, since they become key drivers of trust and are able to influence others.

Where are professionals consuming content? Surprisingly, the vast majority of professional content consumption is taking place outside of the office, with 62 percent of professionals also more likely to consume professional content at home rather than at work.

Content ultimately is king but the context and relevance is what will connect with others. As digital platforms continue to dominate and play a prominent part in our everyday life, it is important for brands to frame how they can deliver content that helps professional minds gain knowledge and success on the right platform.

Want to ensure your content makes the right impact? Tailoring and targeting your content on the right social networks is imperative to engaging the right mindsets.

*Image via Shutterstock

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