I just did a little test -- ran a search on my blog content for the term "context is king". There were two entries -- one here and the other here. There was also a third post, with the phrase in the text -- and while I am not really a fan of quoting myself, I kinda liked this one:
... in a Web 2.0 world, where context is king, content still speaks baby ... as long as you have the ears to listen.
But why is this important?
Just recently I had lunch with the CEO of a leading technology company here in Australia and he was very excited about the direction of his company. But, as I told him, technology is not the answer ... having great technology is important and is something that can drive competitive advantage in all sorts of areas (hey, it can even drive sales) -- but the technology is only an enabler. Once you have it, if you don't back it up with a smart content strategy and a clear contextual strategy, you have a dead duck on your hands. And an expensive one at that.
David Armano is also musing on the reasons that execs are stumbling in the Web 2.0/social media world. He was asked about the next "killer app" -- and replied "content". And he is right -- it is all about content. But it is also, equally, all about context. Finding a way to cohesively integrate content and context -- and thereby activating an influence and filtering network that helps shape consumer experience is where the gold dust lies. The technology just makes it work ... you can use it to dig yourself a hole -- just make sure you don't fall into it.
