Living in Los Angeles, we are surrounded by content creators. Folks in entertainment, fashion, publishing, art, etc. Simply, Los Angeles is home to many people who create “things.” And if you talk to any of these folks, they have a super intrinsic understanding of the adage that “content is king.” A great content can be mastered in so many formats that the underlying content is classified as an “intellectual property” to be remade and monetized into infinite forms. Angry Birds is a pinnacle example of a “game” has transcended from an activity you do while you wait in line to television, merchandise, and even a possible movie.
As valuable as content naturally is – what lives in the belly is the context. And it’s this context that makes it matter to people and valuable. What is then, this context?
Context is all the seemingly non-essential components for the presentation of the said content. The a priori reason why you explore various content or medium is what makes the content valuable. If you take step back, and use the Angry Birds example, the context that lives behind it is quite simple – it’s fun, it’s cute, or it has some ethos of good vs evil, or just pure absurd silliness that makes it attractive. Content answer the “what” and context answers all the rest “who, where, why, and how.” Thus, this subtle layer needs more introspective analysis, and I present the now obvious questions you should ask whenever creating content:
- Who is this content (product, brand, idea, etc) designed for?
- Where is this content consumed?
- Why does this content matter?
- How do people engage this content?
If you can answer the other “questions” of content, then you naturally have arrived at a deeper understanding of the purpose of the content. Always, always, ask yourself the ‘other’ questions – since it so natural to just focus on the “what.”