They say content is king but context is everything.
Putting out lots of rich content – for sale or branding – is fine. We post on social media and give content away in the hopes it will lead to book sales, more followers or a favor that we can trade in. Content is currency. Words are money. But none of it means anything without context.
Okay, here’s what I’m talking about. Anything that you write and share with others should have a purpose. You write a book to sell a product. You post on Facebook to get people to go to your site to buy the book. You share on Twitter to get more followers. And on and on. You are always generating a collection of words and images with a purpose.
Give everting you do a proper context. Show how your messages, views and persona are interlocked. Everything supports something in this media ecosystem. A tweet is not just a tweet. It’s a piece of your brand and a chance to connect with others and to influence others to take one or more action steps.
At times this seems like a sport or giant game. We craft a blog post. Then we share it through our social media channels. Then we respond to people who react to us, creating responses from them. Our footprints all over the Internet, spanning texts, emails, tweets, blogs, FB posts, videos, books, and media appearances. But it should all be a cohesive, purposeful platform that you push out there. It should be one, unified message.