In the event that content is king, then framework is queen

I’ m a huge fan of Twitter because it offers me with instantaneous information plus commentary. It lets me discover what’ s trending while getting quick insight. It’ s every thing I want in a social platform aside from one troubling issue: Twitter does not have context.

It’ ersus not just Twitter. Facebook, Instagram, Snapchat and other platforms all provide us  with short, easily digestible items of information. We don’ t use the time to read the content because the subject satisfies our need for information.

For as great as they social platforms are, they teach us to favor brevity rather than allowing us to dig to the context of the information we eat. That can be a problem.

Promises lacking context lead to absolute jobs where facts don’ t issue. We see it in politics at all times, where one side clings for an argument, even if the argument is mistaken and can be disproved. Since we all only want the main points, the key details often go unmentioned. Merely told you that your favorite restaurant has been raising prices, you would probably be disappointed. However , if I told you that your preferred restaurant was raising prices because of increased supplier charges and an increased rent, you would at least understand the thinking behind the decision.

Because consumers of non-stop information, we have to seek further context. It goes without saying that individuals should question what we consume, yet how can we be critical? Listed here are three simple ways you can seek framework on a daily basis, which will help in your role being a marketer as well as in your life in general.

Seek more than sound attacks

Quotes, whether they are usually stated orally or through the composed word, are powerful. Quotes are usually what people remember from a speech, the publication, a news broadcast, along with other media.

In many cases, quotations are a good way to sum up what was mentioned. For example , during a news segment, you might hear a quote from a talk or see a graphic of the estimate on a screen. For brevity’ t sake, quotes give a quick summation, but they also allow the presenter in order to frame the narrative by choosing the quotes and not giving the particular context of the content.

Let’ s look at another illustration from a theoretical marketing presentation. Let’ s say the main point from the presenter’ s content is that jump rate is a meaningless metric.

When those who attended the particular presentation share their takeaways using their colleagues, they’ re likely to declare the presenter thinks bounce price is a meaningless metric and perhaps point out that it’ s time-consuming to describe the why behind this declaration.

Therefore , the heading is “ bounce rate is really a meaningless metric, ” when, the truth is, the context behind this declaration is:

  • Web site design has changed over time, therefore fostering a different way to look at bounce rate.
  • Bounce rate isn’ t since important for campaign-specific landing pages exactly where users either take an activity or leave the site.
  • Bounce rate is important to view regarding average time spent on site.

As obvious as it might seem from this example, we often ignore the context because the original declaration is brief and packs the punch.

Don’ to take quotes as the absolute declaration. When you hear a quote from the speech on a news broadcast, look for to read the entire speech for yourself. In case your colleague mentions a presentation, request the link to it. It does require a lot more effort, but being better well informed is worth the time.

Figure out the validity and intention from the source

Far too frequently , unsubstantiated claims are given attention due to the fact we don’ t question the origin. That source may be the person offering the information or the data itself. After i view a report that tells me “ leads increased by 30 percent 30 days over month” without further framework, my immediate questions are:

  • How is a prospect defined?
  • How many qualified prospects turned into legitimate opportunities?
  • Did the number of legitimate opportunities raise month over month?
  • How did performance compare with exactly the same month last year?

Furthermore, sources tend to be biased. Basically were the person writing the record analysis, I would frame it in a manner that is positive and speaks a lot more to the successes rather than the negatives.

I am not trying to deceived the person reading the analysis, yet I want to highlight what’ s operating so the client is happy. Resources are inherently partial, even if these people don’ t believe they are. That’ s why you should always question the particular agenda of the source.

Spot trends and patterns

Within an ideal world, we would seek the particular context behind every piece of articles we consume, but we don’ t have enough time to do that. Rather, we can view information at a macro level.

For example , let’ s say I’ m seeking to hire an SEO agency to enhance my organic presence. Any company is going to provide me with situation studies and explain why the processes are better than others (a reminder to question the purpose of the source), but what will my very own research tell me?

To get other sources of information about the agency, I would look to sites like Glassdoor plus LinkedIn. I’ m not going to understand every review of the agency, yet I am going to see what the average fulfillment rating is. I’ ll have a look at the LinkedIn company page to find out what’ s posted and get a concept of the background of the employees. I can go further in-depth if I wish, but getting this macro-level framework satisfies my need for information whilst balancing my time.

Final thoughts

Though the idea of seeking context can seem challenging, it should be seen as a way of critical considering. Context is the why behind the particular what and allows for a better knowledge of what we consume. Without the need to seek framework, we take information at encounter value and are guided by others’ interpretations instead of our own.


Opinions expressed in this post are those of the guest author instead of necessarily Marketing Land. Staff writers are listed here .


About The Author

Matt Umbro is the Associate Director of Lookup at Hanapin Marketing . He specializes in e-commerce PPC and client relations, and also oversees content production meant for PPC Leading man.

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