Content marketing strategy in light of media and technology can be seen as being social but ultimately to understand it one needs to understand human behavior and emotions.
If social media is seen to be driven by behaviors rather than channels or applications then the bubbles we seem to experience are a combination of factors based on dynamics that occur as a result of our interactions and on behalf of our interactions. These are multidimensional and cross over into different emotional domains which is an area which is probably all too often ignored when creating content marketing strategy.
Social media platforms do provide emotional benefits and in understanding their emotional benefits and then expanding on them content marketing strategy would be better off in providing the platforms and their users far deeper value. The figure below illustrates emotions and their cross over, the need for design to be more emotionally oriented and adapt to user or developer behavior with empathy.
At the moment many of the current conversations including that on content marketing strategy seem to revolve around how we can utilize technologies to ensure our content bubbles to the top of a specific stream or channel. Perhaps a better question would be to ask why certain emotional associations or other social factors allowed for the content to bubble to the top.
Given the constant pressure to explain how platforms work and how they can be “gamed” for certain purposes do we even have the time to ask why and understand the answers?
To take advantage of the why content marketing strategy will need to incorporate the understanding of how people assign value to a meaningful story. A meaningful and sustainable story is one that is
continuously shared and networked narrative, that doesn’t abandon its audience but changes and adapts as the audience participates.
The challenge in creating a sustainable story is not just about content but also content in time.
Do you agree with this line of thought? How do you believe it affects content marketing strategy?
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