Adapting your content to context, in an era of the death of the cookie and “infinite media,” it’s no longer an option.
I am currently finishing a very interesting book called “Context Marketing Revolution” by Matthew Sweezey where he demonstrates that since June 24, 2009 (according to his estimates), the noise generated by individuals (the content produced by each of us) has exceeded that created by businesses (ads, branded content, etc.). The illustration above is actually taken from this book.
In this new context, which has existed for barely a decade, we know that we need to stand out, not by the volume of content we produce, but by its relevance, the value it brings to its audience.
What’s more, with the recent announcements made by the various most used browsers (Chrome, Safari, etc.), the “cookie” as we know it, the one that allows us to collect data on behaviour across a large number of sites and web properties, is on life support (to read more on the subject, do a search for “death of the cookie”).
It is therefore becoming more and more important to integrate all the notions of contextual marketing into your content program, both in the content strategy and in its production.
The implications are very important and will set the tone for the next few years in terms of your brand’s editorial planning.
On the subject, an article published by CMO From IDG lays the table on the implications, both at the strategic and technological levels. Content will play an equally important role in the contextual marketing of your brand and will act as a keystone in the generation of behavioural data allowing you to detect intentions and positions in the purchasing process.
So, do you already have discussions on your side about the revolution in front of us?