The Decline of Content Blogging in a Context Age

Author : , Date : October 30, 2014



You hear it everywhere that “content is king” and that in order for your business to experience growth online you need to blog and add regular content to it. Today, that is only partially true.

We all know that there is something very wrong if we will admit it to ourselves. There are more blogs than ever created every day and even more blogs that are created and after a short time companies stop blogging.

Why is this happening? Why do businesses feel that they don’t understand blogging or believe after they start blogging it’s a waste of time and stop?


The answer is simple and yet the solution is complex.

Just yesterday I was in a group meeting with a number of business owners and sales people. Everyone is trying to talk about something that they just don’t really understand and have not successfully experienced.

Minds are closed and made up about the value and worth of blogging and social media and even how to use it properly for any given business.

You see, the mantle has been beaten over and over again that if you’re going to succeed online you have to create content.

I say that is bologna!

There is more content and information available than at any other time in human history. In fact, Eric Schmidt, the former CEO and Chairman of Google, recently said that “in 48 hours more information and content is created than all of human history combined through 2003.”

Do you really think that what you need to do is put out more content?

Do people really want to read one more article that is just your re-hashed company newsletter that really says nothing, means nothing or helps no one?


Why Content in 2014 and 2015 is a Bad Thing


In the past month I have read hundreds of blog articles, sat in on a few internet marketing webinars, and heard from several social media “experts” as they talked about how businesses can build their online presence.

My fear is that these “experts” are already getting behind and talking about creating content from a 2010 – 2013 context.

Here is the summary of what they said:


  • Write a blog article as often as possible
  • Tell them in the article what you do
  • Share it on social media after you post it
  • Update Google Webmaster Tools
  • Watch your analytics


I sure wish it were that easy!

Let me ask you a question; how much time do you have as a business owner, executive, marketing professional or sales person to read articles and blogs that in no way interest or help you be better at what you do?

That’s what I thought!

The truth is that too many are being taught to use content marketing in a way that they themselves don’t even like to be marketed to.

You don’t like to read things that don’t help you or you’re not interested in.

Yet how many of us are:


  • Creating content that you would never read yourself if you weren’t the one who wrote it?
  • Sharing our products and services on social media and yet we would never look at that or click the link?
  • Post stuff on our blogs and social media that when we see it from others we are annoyed by the content clutter?


Here is the harsh reality. Contrary to what the overwhelming majority of people are teaching businesses;





The Real Solution to the Content Problem


Now that I’ve established with you the reality of why content is not helping you, why no one is readying your blog and why no one is engaging or buying from you as a result of your online efforts; let’s talk about the solution.

If content is no longer king, what is?

I propose that CONTEXT is the new king.

What do I mean by context? What does that mean?

Your business exists for the sake of your customers. Why do they buy from you? What attracted them to you? Why do they keep coming back?

There is a context for that.

When I was in graduate school I learned that a good dissertation required a lot of research, time, strategy and thought.

So does blogging and social media.

If you want new readers, site visitors, prospects and customers then you must talk to them and their needs; not about you and what you have to offer. That’s context!

It doesn’t matter what you have to offer or sell if reader or prospect feels that it’s all about you just trying to sell them.

Context changes the perspective and moves the content from being about you to being about them.


How Do I Determine Context for My Website, Blog and Social Media Marketing?


Great question, I thought you would never ask!

You start with doing the hard work. The work that on the surface looks easy until you begin to peel back the layers and think about it.

You have to work through the initial following questions:


  • What business am I “really” in?
  • What problems do I “really” solve?
  • Who do I “specifically” solve them for?
  • How are my products or services a part of the solution?


It can take weeks or even months to work through these issues. But it doesn’t take long to realize how powerful your language changes as you shift from content to context. You learn to think differently both online and offline, rather you’re in an elevator or in front of the monitor.

When you write a blog article your context is always written to one person. Meaning you solve only one problem or meet one need per article.

You learn all of this when you lay the foundation and make the move from mass marketing to context marketing. (Click here to learn more about the context of mass media marketing and its contrast to context marketing)

Context marketing means you’ve done the research and the work. People want to know you understand them and that you’re competent.

Content marketing was originally created with the idea that you can demonstrate why someone ought to feel they know, like and trust you.

I’m not buying that as we head into 2015.

Relationships are predicated on experience. People who find you from Google or maybe even on social media have little or no experience with you but what they can determine quickly is if you are competent or not competent.

In all of business, people buy from you because they initially felt you were competent to solve their problems or meet their needs. Competency is the initial entry point to creating a relationship. Competency is the starting and the ending point.

Just think about it for a moment. If you’re competent in the beginning and people believe you can help them and they buy you and you do a good job for them, you will start creating a meaningful relationship.

But let’s not be fooled. Let’s be honest here for a moment. You can be the nicest most caring person in the world but if you start costing your customer money or you consistently make mistakes or have to offer refunds for a bad product; are they going to continue spending their money with you?


There is a BIG difference between liking someone and sharing a beer with them and buying from someone!


I can still like you and enjoy a relationship with you, but only up and to the point that you can help me. The reality is that all business relationships start and end on competency. Very few survive a friendship in business if you’re not competent.

Context is the process of establishing competency. It’s the initial starting point where people decide if you understand them and can solve their problems.

Once you can answer the questions above you have to take it one step further and plan. I’m not talking about a content calendar either. Personally, I don’t have one because I meet with people so often that they share with me the problems they have in real conversations, blog comments and social media posts. I know I’m writing about real solutions to real issues for real people. Not a fabricated content calendar that traps me into a false sense of security.

You might be different and you might need that. I’m okay with that. But I want to teach people how to listen, hear, critically think and then put your words into a context that really helps people.

That means each blog article and social media post has to have a context. Writing content for the mere sake of writing content is only going to make your website look like you care more about yourself than those you want to serve and earn as customers or clients.

So here is my thought; if you want to be a company that puts in;


  • Less effort
  • Less time
  • Less thought
  • Less strategy
  • Less consistency
  • Less work
  • Less patience


Then don’t bother wasting your time contributing content that your readers, prospects and customers won’t value. In the end, it really does make you look worse off than if you had not written a thing and you’ve wasted your time.

Everything you do in your marketing requires a set of strategies, goals and objectives (ie executable tasks). If you don’t have those with your context then you merely have content that no one cares about.


I am confident some are not going to agree with me here. That’s AWESOME!

I have a firm belief that the more we learn and are open the further we can go. Just last week I earned a $40,000 / 3 month consulting contract with a Fortune 1000 company because they get what I’m saying. They’ve heard all the same stuff everyone is teaching and do you know what happens when you end up looking and sounding like everyone else?

You’re absolutely right! You reach no one online because we are all alike.

But, if you take the time to establish your context you will realize that you really are very different. You have unique passions, perspectives and a voice that attracts those to you who identify with you and needs you!

Now let me ask you, do you prefer to just write content and blend in or learn your context so that you can stand out and attract the right crowd?

If you choose the latter and you don’t know where to start, I encourage you to visit my Begin Here page and learn how you can stop the decline of your blog!


Do you agree or disagree? Do you have an idea or a question? If so please leave a comment below and let’s have a conversation around context vs content. 

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Don Purdum

Don Purdum

Don works with businesses to help them discover who their customers are and what business they are "really" in. He is an award-winning blogger and branding / marketing consultant.
Don Purdum
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59 thoughts on “The Decline of Content Blogging in a Context Age

  1. Hi Don, I agree with you. However, I don’t think the need to create quality content has just occurred in 2014. This has always been the case. Sure, in the past, we could attract lots of Google traffic by producing keyword-stuffed rubbish. However, that content wouldn’t get a commitment. What has changed is that poor-quality content will now not only fail to gain a commitment, but will be ignored by Google, too.

    1. Thank you for taking a moment to share. I really wasn’t trying to address the issue of just quality content, but content that has a context. In all my years of owning businesses teaching businesses how to use the web there is not a lot of discussion out there about putting out content in to the context of our readers, prospects and customers.

      I’m personally not all that worried about Google and I don’t write for them. Now, I do basic SEO and of course would love the traffic, but I’m much more interested in building sustaining communities that will be a network of like minded individuals that serve the same audience I do but in a very different way.

      Thank you again for stopping by and for sharing your thoughts with me.

      I hope you have an awesome week!

      ~ Don

  2. yes but we at least love our work. 🙂 waiting to hear from my contact with the texas chapter of NFB national federation of the blind. they have accepted me as a mentor and are talking about paying my way to their convention in san antonio this weekend. would be a fun couple of days. not a trip to sidney australia or london england but it would be getting out of town for a change. and kingged sent me a message saying they don’t usually let people share links to downloads but have decided that since my magazine article in red wine is inspirational they are making an exception. would never happen on face book. have a good week yourself, max

  3. Hi Don,

    You hit the nail on the head with this one!! Yes, I agree with you that there is a huge difference between content and context.

    Anyone can spit out content but to make it in context and meet the need of our existing and potential clients is what we need to keep in perspective.

    Great lesson here that Context should be the foundation and focus for our content. I will keep that in mind as I write my posts every time.

    Thanks Don for a great share!! Enjoy the rest of your week.

    Be Blessed,


    1. Hi Neamat,

      It really is pretty easy for someone to re-post their business newsletter or tell us how great they are, but it’s much harder to put your ideas into context and match it up with your prospects and clients.

      I appreciate you and I’m jumping over to your site momentarily. I have to catch up on your awesome leadership content!

      ~ Don

  4. Write a blog article as often as possible Tell them in the article what you do Share it on social media after you post it Update Google Webmaster Tools Watch your analytics – Hell yeah, I think we all would love it to be that easy. I recently had a spat with an SEO company I shared a client with. It got me fired. Until the post was published and the part the SEO company insisted was removed did exactly what I said it would do… generate calls because it did not address the elephant in the room. And that’s the problem Don, too many people offering outdated advice, advice that worked when we started blogging will not work now. Oh and I was rehired and the SEO company was fired.

    1. Hi Sarah,

      WOW!!! What an awesome story!!!!!!!!! Good for you.

      I couldn’t agree more… I was just at a networking meeting where I learned that someone had come in and started talking about the exact same thing you did. Write, share, update Google…

      Like you said, if it were only that easy. But, truth be told I’m so glad it’s not. My business is so much better off and so would others be if they would just take the time to do the work.

      It would pay for itself over and over again in new prospects, a full marketing funnel and loads of sales and referrals.

      So, if they won’t do it, and they want to argue about it, then I’ll just do it and take the money and show them via my bank account. LOL….

      Then they will start listening won’t they?

      Thanks for sharing your story Sarah. That’s amazing and congratulations on getting your client back!!!!

      Have a great week.

      ~ Don

  5. Dear Don,

    Let me first thank you for
    speaking off the chest. There are many people who just speak anything
    for the sake of talking and many who just write for the sake of writing.
    This is the reason why content has been losing its charm lately.

    You did the right thing, rather the much needed thing. You hit the iron when its damn hot. 🙂

    whole purpose what you say context is missing these days. Blogging has
    unintentionally defined itself as the shortcut to make money or grow
    rich. So, with a motive driven attitude, how one could realize the
    underlying context factor?

    Blogging has seriously got
    diluted without signaling an alarm. It happened all of a sudden, just
    like reaching the end point in a ‘Titration’ method (as a Chemist does).
    The same style, the same steps followed by already successful bloggers
    are always seen on the web. Where is the fun then? Where the originality
    has sheltered itself?

    Come on! You wanted to be a successful blogger or a copycat!

    really like the way you have put forth things Don. I know there are
    still many who may not want to come out of their ongoing practice. The
    reason being the money factor. It lures all and remember it takes all
    too 🙂

    Realizing the context is a pure thing and for that you need to know yourself better. This goes true even in spiritual line.

    I would just say, ‘Know yourself well and then you will know your customers’.

    Unless you do that, you will never have that vision to know your customers.

    Don again for your inputs. I kind of feel like joining you towards
    spreading that word of truth, reality, whatever you say. Kudos

    1. Hi Nisha,

      I couldn’t agree more! There has been a lot of charm disappear from blogging and writing due to those who are saying a lot of nothing to as many people as they can. LOL…

      Unfortunately, the dilution has come from those beating the drum of content without telling people what it really means to do content marketing.

      Uninformed marketers and business owners are just treating their blogs like mass marketing tools of the old days. Just tell people how great we are, what we have to sell and watch them come to us and make us rich.

      Well, I wish it worked like that because content marketing in context is hard… but it will also be very profitable for those of us who take the time to connect personally and passionately with our businesses as we learn how to communicate to the needs and problems of our readers, prospects and customers.

      Thanks again for the very kind words Nisha! I feel strongly that this is a message we must get out there. The days of worthless content must come to an end.

      I hope you’re having an awesome week!

      ~ Don

  6. Hey Don,

    Well without content you can’t have context so they go hand in hand in my opinion. It’s just that so many people are STILL teaching the old ways to go about doing this just like you mentioned above.

    I guess I’m just glad I never listened to them and did things my way because had I not I wouldn’t be where I am today.

    Everyone that finds you online will follow you back to your “home” which is our blogs and check you out. If you’re all about me me me then they’ll probably leave as quickly as they got there. But if they quickly see that you’re helping, caring and kind then they’ll stick around.

    Now I personally don’t like to work with anyone I don’t like so that is a big deal but you are so right as well. If you’re not competent then I hope we can still be friends but we aren’t meant to work together that’s all. So it’s not all about just liking that person because we are still all here for our own personal gain. For the most part though we have to put others ahead of ourselves.

    People are always asking me how I monetize my blog and I let them know that it’s the marketing tool I use to make those connections. It’s ALL about my audience and it’s not about me. But those relationships I’m able to make through this avenue lead to my money making efforts. It’s a beautiful thing too.

    Great share as always Don and thanks for bringing this up. Now let’s see how many other people get this.

    Have a great week.


    1. Hi Adrienne,

      Want a crazy last seven days it has been!!!! I’ve been loaded with calls, meetings and creating a minimalist web design.

      I’m so glad you get my point. I’m not sure at first if you would and some have and most have not.

      It’s a challenge for many to get their heads around since all they have ever heard is content is king. Unfortunately, content has limitations without the context.

      You are right, content and context go hand-in-hand. One doesn’t work without the other. But, I feel strongly that I have to find a way to get people to think about their blog articles.

      I read so many that I wonder why I’m doing it sometimes. I don’t comment for links so I only comment on about 1 out of every 5 blogs I’m on because most don’t say anything or give me anything to work with.

      The sad part is I can sometimes tell when someone is being lazy versus when they don’t know how or what to write about. Those that are being lazy are missing out on so much!!!!

      I’m with you, I’m not going to work with someone I don’t like. But I’m certainly not going to work with someone I like but I don’t feel they are competent either. If I had to choose between competency and liking them, I’ll figure out how to get along with them IF they are worth my investment in time and money. I have made some great friends over the years with some folks that I wouldn’t have except they were really good at they do and I got to know them.

      I so appreciate your comment as always. There is a lot to share isn’t there? I intend on helping those who want to learn how to really use these tools to help their business. If they don’t and want to argue with me, who has time for that? LOL….

      I hope you’re having an awesome week!
      ~ Don

  7. Hi Don,

    Another tornado has passed by, wow!

    I so agree with you. As you know I love what you write, because, YES it is different and YES it sounds like you’re really someone who knows what he’s talking about and knows his stuff.

    Actually, I do want that consultation with you, soon. I’ll just have to make a bit of room for it first, as many things are cramping my schedule right now, but very soon I hope. I WILL.

    I so agree that content alone is NOT king, and that I’ve agreed with for a long time. As you mentioned at the beginning of your article we have more content than time to read it anyway, we need stuff that’s helpful for us, not just content.

    Congratulations on your new contract. You roll!

    1. Hi Sylviane,

      A tornado!!! LOL… I like that!

      I’m looking forward to chatting with you and I’m glad you were able to make the time to go over a few ideas.

      It is really a very interesting thing that we live in a time where we have access to anything we want and we have the opportunity to share anything we want. So, why not put our best foot forward and share some great content full of context that helps someone!

      I look forward to chatting with you and I hope you have an awesome day!!!!

      ~ Don

  8. hi don; that’s the problem with life, its always getting in the way of what we really want to do and who we really want to be. 😀 me, I am having to have a new sleep study done because it appears either my cpap machine is set too low, isn’t working properly, or my air intake requirements have changed. and the result is my energy levels aren’t where i want them to be. I have good days and bad ones and sometimes fall asleep while watching tv or petting my dog. those are both signs of not getting quality sleep and rest. of course, it could just be pushing too hard. however, i know enough now to listen to my body and the doctors and not delay in asking for their opinions or taking their advice. the book will be live any time now. and i need to record a video for it. was planning to do a series but as you said life gets in the way. take care, max

    1. Hi Max,

      I understand exactly what you mean! I’m been pushing myself pretty hard of late to get my site redesigned for a minimal theme, work on an ebook, keep up with all my client meetings and sales calls, etc….

      Well, it’s been fun buy exhausting and now I may have to reboot, lol… My energy levels are low, low, low…

      I hope you have a great finish to your week!

      ~ Don

  9. Hey Don,

    You’re so right.

    I’ll take it a step further and say that content was never really king to begin with. It was just masquerading as king because either “experts” didn’t want people to know the real truth or they weren’t “experts” at all and were just talking bull crap.

    What’s going to be more of a discussion is what is actually king. You have your views that context is king and you have Derek Halpern say that design is really king and some people may say that promotion is the true king.

    I personally believe that promotion is really up there … so much so that I don’t really know who the king is but content sure isn’t.

    Great post my friend. Have a great week.

    – Andrew

    P.S. Congrats on the client contract. That’s awesome.

    1. Hi Andrew,

      You and I are on the same page my friend. Very few are willing to come out of their box and see the current climate of content marketing for what it is.

      I agree 100%, most experts are watching and reading things from 3 or 5 years ago and are teaching people old forms of marketing. Part of it is they are very inexperienced. I recently met someone who has been in manufacturing for years that is starting a social media company and has NEVER even had a social media account.

      It’s definitely some interesting times in which we live. I suppose that only helps some of us rise to the top….

      Thanks for your Comment Andrew!!!!!

      Have a great week.

      ~ Don

  10. How POWERFUL is this statement you wrote Don?!

    “Context is the process of establishing competency. It’s the initial starting point where people decide if you understand them and can solve their problems.”

    Right there you summarized this entire article and also the internal process that a potential client/customer goes through. Content stopped being King awhile ago – when content for content’s sake became flooded and so did the brains of our readers.

    It’s one thing if you are blogging or writing as a hobby or for your friends and family. Go for it!! But if your website is a means to engagement and a way for your audience to vett your ability to help them, then the focus on context is crucial.

    Context is the structure. Content is the story that colors in the structure. Writing with the understanding of context requires a much deeper internal understanding of what it is you do , who it is you are, and ultimately why those two things should be meaningful to your audience. Without an audience, without paying clients or customers, you don’t have a business. All the traffic in the world reading your content, means nothing in terms of financially stability, if no one is making a purchase.

    Within the quest for clarity of mission and purpose, you will come to intimately understand your expertise and value and connect it seamlessly with the needs of your target market. It is quest on which you must embark so that your online efforts do take place in the proper context and so you your audience is easily clear on how you can help them.

    Another thought provoking and insightful article Don!
    I’m getting excited for our upcoming Google Hangout conversations!


    1. Hi Deborah,

      I’m so excited that you really understand what my point is and what I’m trying to accomplish.

      I can’t really say it any better than you just did. You just summarized my entire position.

      My goal is to help business owners, companies and marketers understand that the mass marketing techniques of the past will not work on blogs, social media or any other form of online marketing like they have in the past. Those days are coming to an end.

      I see it all the time in the results people are getting. The fact is marketing online will only get harder as more and more people make the shift.

      Thanks for such an awesome comment Deborah!
      I look forward to our Google Hangout conversations as well. They are going to be AWESOME!

      ~ Don

  11. Hi Don,

    My initial reaction was like Ravi’s that surely content must still be king, but having read the post and the comments I take your point now about context. I will aim to take incorporate this more for future posts.

    I do “Get” what you mean because I had one health blog where I wrote very detailed and well researched posts (well, I think they were!) but it was like blogging into thin air and with hindsight I think that’s because I’d completely missed several other important points (context, engagement and sharing).

    Still – we all have to learn, and I’m very receptive to learning from you and other respected bloggers because what you say is making sense – and I’m starting to see the benefits.

    Thanks for a thought-provoking post.


    1. Hi Joy,

      I so appreciate your comment! I know it will strike many as either wrong or they don’t agree. I’m good with that. I really believe if we change the way we think and consider our audience first through each blog article we can make a real difference for our readers.

      In doing so we will give them a reason to read, comment, and perhaps even buy from us.

      I love that you have a learning spirit. It’s very hard to come by.

      I hope you have an awesome week ahead!!!!

      ~ Don

  12. hi don; thanks for yet another thoughtful article designed to make us all think. I do believe I have answered those questions for both of my businesses. In my amusement equipment sales site i know my goal is to help people find buyers for their existing equipment so they can either quit retire or reinvest in newer or better rides games inflatables etc. they want to know how i can do that better than other sites. i do this by blogging using social media more including long detailed descriptions and including multiple full sized photos and videos. I also keep items off of my site that aren’t related so what is for sale can be found. in my coaching i know that people have dreams and goals they just need help getting started or staying on their path. i best help by continuing to share my own story and show them how my philosophy of doing something more or taking additional small steps daily is working for me and wil work for them. My best way of helping these people should they hire me is in helping them articulate what they really want with their lives determining what steps are needed and keeping them accountable along the way. as a speaker i believe my story would help motivate employees or volunteers to want to do more for themselves their organization or their company than they are already doing. the line that i hear most often is max if you are doing this then what is my excuse. actually thought of using eliminating your excuses in my site description. thanks for sharing. I believe you are right. we have to get to know our ideal clients to know what they want and need. then we have to deliver it to them. Looking forward to your next amazing post, Max

    1. Hi Max,

      I love that you are eliminating excuses for people. In reality, we shouldn’t have any. That doesn’t mean there aren’t good reasons for things happening or not happening. Excuses keep us trapped in our negativity or bad habits while accountability pushes us forward as we understand what happened and how to fix things or move forward.

      You have an amazing story and I’m just now starting to read your book. Life kinda got in the way the last few weeks so I’m looking forward to reading your work!

      I hope you have an awesome week!

      ~ Don

  13. Hi Don,

    Yes, I do agree! There is a big difference between content and context. Once we recognize that our blog is a part of our business model, can we relate to this.

    I know, there are plenty of “experts” out there who tell people…write a blog every day. Put it out there, even if its a diary of sorts, eventually people will buy from you. Hmmm I somehow cannot make that connection at all.

    Context however, is being mindful of the information shared to our readers that is informative and somehow helps our readers in some way. I like to mix it up between story telling, doing some kind of instructional post with my own voice in it – because everyone learns differently.

    But, it is all part of my “action plan” because I have my own products to sell. My blog is a place where people can come and maybe learn a thing or two but it has to align with my business model.

    When I get a new customer that has never been to my blog, they always tell me that they have check out my blog before making the decision about purchasing a product or service I offer.

    What people need to know is that Context as you coin that term is imperative when writing our blog. Our mindset has to be of the school of thought that our blog is one part of our business. It’s the social proof for others that may want to follow us, or even better a new person that has never been there. It is like a huge business card sometimes lol.

    Thanks for this article! There are too many people writing what I call the “wrong” way and it works against them. Like those darn “product reviews” of the same product every week that screams “Pleas join me” lol.


    1. Hi Donna,

      WOW! What a fantastic comment. You guys are all on a roll and I’m loving it!!!!!!

      You are so right, as a business-to-business entity, my blog is social proof for my prospects and clients many of whom will never comment or share but will contact me privately.

      Why would they do that? What incentive have I given them?

      I recently signed a coaching contract with a larger company that manufactures keyless locks for both residential and commercial properties. What they told me was they were buying me because they realized I was different and that I could help them solve their problem. Their website looks great, gets a lot of views, but no one buys from them either through the site or on social media.

      They have no context for their marketing efforts and they have to learn to think like their prospects and customers and then converse with them accordingly.

      I was able in my blog to set the context up through the blog title and then follow through in the article.

      But just like you, I know there has to be a plan. There must be a strategy, goals and tasks. And beyond that we have to learn to talk to one person because that’s what gives the opportunity for someone to feel like they identify with you and that you’re competent.

      Oh boy…. the “please join me” syndrome just because I’m your Facebook friend and I asked nicely plea… I won’t get either one of us started, lol…

      I hope you have an awesome weekend Donna and thank you for such an incredibly helpful comment!

      ~ Don

      1. Oh gosh!! I wish I was sitting around a table with the two of you having this conversation. When I began online the mind map of connection always led back to a blog/website. It still does.

        If you take that model – that your blog is your online HOME – and incorporate it in to your business plan and structure – the natural progression is that the blog content must exist within the the larger context of all that you do to develop and market your business online and offline.

        Potential clients and customers find us in a myriad of ways. I passionately agree that regardless of where they start, they will find their way to our website to “check us out”. It’s a Google world and when someone googles you, you want them welcomed into your online HOME . In that home, you will learn about you, your values, your expertise, your experience. When you invite a guest into your real home, they gather that same information from your decorating, cleanliness, ambiance, etc…

        In the well designed context of your entire business structure, your content creations let’s your audience know you, while also feeling that you know them and their struggles.

        Thank you Don and Donna for this engaging interaction!


        1. Hi Deborah,

          Come out to the Northeast and perhaps Donna and I can arrange that, lol….

          Context is the single most important thing you can do! It’s the purpose, strategy, goals, and objectives behind every single article or marketing one will ever do.

          Context is the understanding of ones own business at very deep level as it relates to the prospect and customer and ones ability to connect the business to the consumer and their needs.

          Long gone are the mass marketing days of just saying what we sell online and you should come and buy us just because we have what you want at a price you can afford. Oh… and we have great customer service.

          Who doesn’t sound like that? Everyone says that! Now I’m stuck at “so what?”

          I love your last sentence: “In the well designed context of your entire business structure, your content creations let’s your audience know you, while also feeling that you know them and their struggles.”

          Just awesome Deborah!!!

          ~ Don

    2. I’m a fan of blogging every day Donna, not to make people buy, but to strengthen the writing muscle. A lot of my challengers increase sales throughout the challenge, but then they also know what types of content to create whereas in the past they were peeing in the wind…

      1. Hi Sarah,

        I don’t mean to talk in Donna’s place, but I believe she is referring to people that are teaching if you’re going to make sales you have to blog new content every single day.

        If you’re really good at re-sharing and re-purposing content that isn’t necessarily true; and many are encouraging people to write and then not talking about all that goes into business blogging.

        Especially connecting with your business, being strategic and intentional, leaving quality content with a context, replying to comments, reading other blogs and commenting, etc…

        You know what you’re doing and you do a great job Sarah!

        ~ Don

  14. Hi Don

    There is no point to disagree with you.

    What we put in our each post.?

    1) Information from primary sources like from practical life, from businesses, from communities.

    2) Information from secondary sources referring other blogs, books, publications and live events.

    3) Our opinion

    4) Others options.

    Apart from our opinion rest of the three information are not unique or new.

    As far as our own opinion is concerned that also we get by observing, reading and thinking.

    So what is new in each post that is being created on internet.

    This is YOU factor, this is your personal brand or in a refined term that is context as you well pointed in this post which makes people read our posts.

    So we must accept the reality we are bloggers not scientists or philosophers who must create a new thing. We just need to pass on information to our community with our context to help them solve their problems.

    Thanks a lot for sharing another wonderful post.

    1. Hi Mi,

      I love it! The “YOU factor” is really the heart of it. I can get content anywhere so why would someone choose to keep coming back to get it from me? Because I have a context that meets their needs, not mine.

      That is the difference maker between just writing content and writing content with a context. Content is for the writer while context is for the reader. Context is the foundation and the content is the house it sits on.

      BINGO: “We just need to pass on information to our community with our context to help them solve their problems.”

      Thank you for sharing your insights with us Mi!

      I hope you have an awesome weekend!

      ~ Don

  15. Hi Don,

    I agree with everything that you wrote in this post as it is in context with what we bloggers do and need to know. However, I feel this is another way of saying that content is still the king. The only difference and highlight is that the content is the king if it is in context.

    Now, I can’t think why would anybody prepare a content that is not in context. I think only two kinds of people will do that – those who consider blog to be personal journals and the companies that focus more on self-promotion. In both cases, the chances are that the readers will not get hooked on to the site or blog.

    But bloggers who know that blogging is basically a FOR OTHERS thing, and those who are more like commercial bloggers, will always create contextual content to get the reader hooked and keep coming back to be hooked again!

    It’s sad that some companies do not really understand that they should carry out their blogging tasks to help their existing and potential customers by writing about what they need to know and what would help them resolve problems or seek solutions. Anything else is, as you mention, simple content that can be found anywhere on the web, or a promotional content that nobody is interested in.

    When content is talked about in blogging, it is always from a contextual point of view. The content of websites is different – it is merely informational. But blogging content is more personal, relational, and specific – helpful, useful, and productive! So probably if you do not want to sensationalize the discussion, you can say that in blogging contextual content is the king; just as contextual ads are more rewarding in advertising, so is contextual content in blogging.

    On the other hand, blogs for companies were never meant for self-promotion – you’ve the newsletters and the press releases for that purpose. Blogs are meant to bridge the gap between the company and the customers, to create a communication channel and perhaps a personal bonding and personalized or preferred relationship.

    So to conclude, content is and will always be the criteria of success for blogs. “Context” does not exist on its own (its always contextual “ads” or contextual “content”), but shown through content, and those who do not write contextual or helping or innovative and interesting content, don’t understand blogging (and might never be successful in it).

    I agree with everything you’ve mentioned like blogging takes effort, its providing help one-to-one, and it’s your intent and skills that shows – even to complete strangers. I agree with your stance on competency – relationship is the icing on the cake of competency!

    That was really some post that must have cleared the myth for many. Thanks for writing and I really enjoyed it. Happy Halloween as well 🙂

    1. Hi Harleena,

      It’s so nice to see you on my blog. What a treat!!!!!

      Before I begin, I want to affirm what you’ve written and say I agree with you.

      Here is where the challenge is at. I go to meetings all of the time with small business owners and they are so confused and have no idea what to do with their blogs.

      We have social media “experts” who in my opinion also don’t have a clue out telling people to just put content on their blogs and do it every day if possible or at least once a week.

      What is content? What does that mean? These people are not trained in marketing. They just don’t have the mind for this. Many people they hire to do their marketing have never done marketing themselves but they feel they need someone to do inbound marketing for them at a price they can afford.

      Here is a problem; as Eric Schmidt (the former CEO and Chairman of Google) recently said; more content is being generated in 48 hours than in all of human history combined up to 2003).

      Why should I read your article next to the billions of articles that exist on the Internet and is growing every day?

      It’s not the content people want, it’s the context. Context is what creates the opportunities not content. It’s the context that separates one from their competition, not content. It’s context that gives people a reason to buy, not content.

      Context is not content. It’s more important than content. It’s the foundation to any one piece of content. If we get that right, we have a major opportunity to make a difference for someone else and for ourselves.

      That’s why I chose to write the article the way I did. I am want marketers and business owners to realize that just creating content by itself without context does them and their audience a disservice.

      I hope that all makes sense Harlenna? I’m certainly open to expressing it in a different way if it makes sense to do so. But since context is not content and is the foundation for it, it makes logical sense to me to express it the way I have so that we can really get the conversation going and get people thinking!!!!!

      That’s my goal.

      Thank you again Harleena. You are AWESOME!!!!!!! I so appreciate you!

      ~ Don

      1. Hi Don,

        I understand your point of view. I know what segment you’re targeting. Well, when we say context, in a way we mean specific and not general – content that is related to specific circumstances that matters to the reader. It’s the direction or meaning that makes content valuable. So, people want content in their context, which is specific for them and is more concerned or related to their circumstances.

        Semantically, context is situational and content is expression of information using a medium. So, what you mean to say is that the content is useless if it is not in context. Context is the key to making the content great, therefore, context is the king! Context is what gives meaning to the content and makes it relevant or important to the reader.

        I agree that the right context has to be the foundation of a great content, and that’s what makes a difference. It all makes sense, Don. It’s just that we can describe the same in different ways, but the context remains the same. 🙂

        It’s like the intention is the seed of thought, thought is the reason for action; context is the foundation for content. Of course, context is not content, but more important because that really decides if the content will be successful or not. Right?

        I think you really got people thinking, so your context is right and the content great! The way you’ve dealt with the topic, it’s you who are awesome. Thanks for this wonderful discussion. 🙂

        1. I think you said it really well Harleena! Context as you said is really the more important of the two. It requires thought, strategy and intention in order for the content to have meaning and purpose.

          I do hope to get people thinking about this. It is really that important in my opinion. If we don’t do the hard work and define our context we risk losing the attention and respect of those who are not bloggers but need our our content to both help them and provide reasons for them to buy us.

          I want to stay relevant and I know that you do as well!!!!!

          I am really enjoying this discussion with you. Thank you for contributing to the conversation!!!!!

          ~ Don

          1. Yes and Yes!!
            It is in the rephrasing and restating that clarity arises.

            I love this back and forth between the two of you. As an outside reader looking at how you both are processing, I see you saying almost the same thing, yet each expanding a bit upon the other.

            In the end, the entire concept is more clear and thus more accessible to others!


          2. Hi Deborah,

            We certainly did come around to saying the same thing, didn’t we? As Harleena said, she is using different terms. My position is that we have to change the terms to get people to really think about this and how important it is because the current terms have gotten so mixed up, miss used and confusing.

            It’s leading to everyone just putting out “content” that no one can relate to. That’s not good!!!!

            I really enjoy this conversation!!!

            ~ Don

  16. Hi Don,
    “Content is king” is debatable to the extend which it is used. In Internet marketing, quality content rules in spite of the context to which it might be delivered.

    Partially, “content is king” because the idea “misused” by most marketers/bloggers who feel there is a ‘blanket content’ solution for every target.

    I agree there is need to look deeply into the “context” of a message than the “content” more. However, this doesn’t takeaway the fact that “good” content MUST NEVER be sacrificed on the altar of “context”.

    Without good/quality content it would be wasted effort to presume “context is king”.

    So, a fine balance needs be determined when embracing the ‘context age’.

    Content and context go hand-in-hand. The real problem lies with the marketer who readily does not know how to apply blogging or marketing message rightly.

    “Content is King” is general while “Context is King” is specific. Every marketer should understand this!

    However, for a business to gain traction then the “specificity” of content should be timely delivered to the intended audience.

    I like your thought here

    Relationships are predicated on experience. People who find you from Google or maybe even on social media have little or no experience with you but what they can determine quickly is if you are competent or not competent.

    I shared this comment in as well.

    1. Hi Sunday,

      I really appreciate your extremely well thought out comment!

      I think we are probably on the same page. Context sets the stage for content. It’s the pre-cursor or leader. Meaning, you can’t write great content without the context and that’s why I chose the title.

      I like your statement; “”Content is King” is general while “Context is King” is specific. Every marketer should understand this!”

      This tells me you really understand the point I’m trying to make: “Partially, “content is king” because the idea “misused” by most marketers/bloggers who feel there is a ‘blanket content’ solution for every target.”


      But it’s worse than that because the majority of businesses are still just starting out in blogging. They understand they should do it and because they have seen some success stories they are ready to dive in.

      However, they don’t understand how to use the tool and when they are being told that Content is King they misinterpret that as just put some things on our blog about our business and success stories and sell, sell, sell.

      This is a tricky thing for them when they come back extremely disappointed that they did what everyone says to do and it doesn’t work and we wasted our time, effort and money.

      It appears that I’m on to something here so I hope we can make a difference for businesses and help them connect with people in a whole new way.

      I appreciate your comment Sunday!!!!

      I hope you have an awesome weekend.

      ~ Don

  17. Hi Don,

    I believe the misconception of “Content is King” started when most (including I) blogger entrying into the industry started getting the common general advice that the more frequency you updates your blog, the better it will go.

    After reading a few of Social Trigger’s post, I took a second look at my blogging strategies, and without needing a diagnostic, I know something is absolutely wrong with my then, approach to content creation and marketing.

    Derek made it plain that in building a successful blog, more content creation is never the answer but,….a content with a purpose, a content for a customers in need, a content that people don’t just want to read it for reading sake, but because it solves a problem they are seeking for an answer.

    I agree with you, and ever since I adopt that change, I have seen significant changes in my blog popularity and values.

    Thank you for sharing Don, well writing and valuable.

    1. Hi Adeshokan,

      I agree with your analysis. For those who are writing and are not doing so with purpose, strategies and specific/measurable goals they are hurting themselves while believing they are doing the right things.

      Yes, write to show your competent and demonstrate how you are unique, different, relevant and can help improve someone’s life or business. That has a context to it!

      Yet, we write and write and write and wonder why people don’t get us? Is it that they don’t get us or that we don’t get them?

      It’s a bit of both, but it’s because we as the writers and businesses are not doing the due diligence of putting things in context and writing for our readers who need us. We are not connecting the dots with them in their minds and as a result they don’t think they need us.

      They are right, they don’t need us because they don’t want to be sold. But, if we give them a reason to buy they will do it all day long if we are truly meeting their needs with genuine authenticity.

      Great comment Adeshokan!

      I hope you have an awesome weekend!

      ~ Don

  18. Don,

    I’m right there with you on this (but you already knew that!) I really feel like when a reader visits a business blog they should feel like part of something useful and know what the real problems are that the business can solve for them.

    What do you want your customer to experience, feel, trust and ultimately pay for? Those are great questions to start with. This week has been CRAZY busy for me, I’m sure it has for you too, but I do still want to chat soon! Congrats on the new contract! Woohoo!


    1. Hi Brittany,

      I really appreciate you taking a moment to share where you are at and for your encouragement.

      I love your questions! Can I use them? I can see how they would expand upon my ideas and thoughts in a very practical way.

      I have been off the chart busy this week with trips to Connecticut and Washington DC this week. So much going on!!!!

      I’ll message you shortly and lets schedule a time next week to chat.

      I hope you have a great weekend!

      ~ Don

  19. Hey Don,

    Now you just gave me an idea to include on my next blog post and the energy to keep improving!

    I have to agree that the context of posts holds more weight that just the content itself. I would say that focusing on genuine content that gives your audience those aha moments are vital outside of just giving “solution”.

    I’m guilty of just writing content just to get something out there for consistency, but you want to keep in mind that you’Re robbing your target audience if inforation that can really help them.

    It’s worth it to do your due diligence to research the inforation that’s going to benefit them. They will not only appreciate but will be more loyal to you. Thanks for this “wake up call”! We as bloggers and business people need this sometimes! Have a great weekend!

    1. Hi Sherman,

      That’s so AWESOME!!!! I love it when people get inspiration and energy to keep moving forward, learn, and improve.

      Thank you for taking a moment to share that with me!

      You’re comment actually inspired me and so are many more that I’m reading who are getting my point.

      Is consistency important? Absolutely! But not if what you are being consistent about isn’t helping anyone. We have to be consistent in not only putting out content but also putting out a context that one person can relate to, understand, and be inspired to do something or be someone more than they already are.

      Thank you again so much for such an awesome comment Sherman!!!! I’ll be by your site shortly to see what you have for us!

      ~ Don

  20. Hi Don,

    Deep, sustained thinking goes into finding context, to tailor your blog for your audience.

    Good tips!

    I think like a blog reader who wishes to blog from paradise. Who would vibe with my blog? Anybody who digs travel pictures, travel stories, and blogging tips interfused with my experiences in paradise.

    So, I give my readers travel pictures, travel stories, and blogging tips infused with my experiences in paradise.

    I needed to get clear on my blog topic, and through my content marketing campaign, to create something kick butt; it took sustained, consecutive thinking and most avoid these thinking sessions because they are freeing but feel uncomfortable.

    Go for it guys. You’ll be happy you thoughts throw your content marketing campaign.

    Thanks Don!

    Tweeting from Bali.


    1. Hi Ryan,

      I think you are 98% there my friend. I agree, people who love your experiences and want to blog from paradise will always resonate with you.

      I want to offer you a free perspective because I’ve been following you for months now. I’m not interested in blogging from paradise but you know what I am interested in?

      Being inspired to dig deep, see my life and my business opportunities differently and be encouraged that my blogging efforts will one day help me have the life I want to live and the business I want to have!!!!

      You my friend do this for me EVERY day!!! You encourage and inspire me.

      Am I in your direct audience? No. Am I in your secondary audience? Absolutely!!!!

      You help me see the possibilities through your own clarity and sense of purpose of what you want to achieve and you don’t talk about it, you DO IT!!!!

      That’s inspiring.

      I so appreciate your comment Ryan!

      I hope you have an awesome weekend!

      ~ Don

      1. Don you made my day! I SO love when I’m inspiring you on a regular basis, because it’s exactly why I do what I do. You do the same for me 😉

        Thanks so much for sharing with me….hey, you just inspired me to finish my next eBook in a few days 😉

        Appreciate it Don, have a fab weekend!


        1. Wow! You are doing an amazing job of cranking out those ebooks. I’m really just starting mine and my time is so crazy full that I’m having to force the time to get it done. I want to finish in the next 10 – 14 days.

  21. Hi Don

    This post is interesting and maybe might seem controversial but I get your message. With more blogs out there, it is true that there some principles in blogging ain’t working anymore.

    Blogging starts with content which is why it is said to be the king but writing just any content isn’t enough, you must be able to solve your customer’s problems and be able to arouse interest in your customer’s that will lead to sales.

    I love the point you raised about articles that are written which do not help customers but try to sell something to them. In 2014 and 2015, bloggers should work towards creating articles that appeal to customer’s interest.

    Thanks for sharing.

    1. Hi Awazie,

      I really think it’s interesting that some would find the article controversial, yet I love that!!!!!

      To me it is the natural evolution of things. People don’t want to give their best, they just want to put things out there that will give them the best results.

      They don’t want to put in the time, effort, work, research and development, and a system that will enable them to more meaningfully connect with prospects.

      In the world we live in today, it all comes down to competency as I wrote in the article. If you’re not competent or don’t come off as competent, people will take what they can use from you and move on to either another company to buy from or person to learn from.

      Competency is deeply rooted in context. Without context, content is worthless in my opinion.

      I so appreciate your comment Awazie!

      I hope you have an amazing weekend!!!!

      ~ Don

  22. Hi Don

    This is powerful, and as controversial as some may thing that this topic is, I am impressed and I desire to learn more about how context marketing is the new king as opposed to content marketing that you have proposed is no longer the king!

    I believe I got it right in that context market is customer focused and driven, while content marketing is self motivated. 🙂 From the way things are going lately with so many blogs on blogosphere, I am leaning more towards the side of giving customers what they need. That I think is essential to success.

    I agree that with context marketing, a lot of work has to be done. It requires a lot of research if we are going to present things that can appeal to our clients and not what they’ve already heard from the average Joe around the street corner. People are looking for value – if not for their money, their time and effort that they spend seeking out your blog or business.

    Thanks for this awesome post. Looks like I’ve got some work to do myself. Enjoy the rest of the week.

    1. Hi Yvonne,

      WOW! I appreciate your well thought out comment. Yes, you have it right. Where content marketing has evolved to is a business telling me all about themselves and how great they are. It’s a build on my last article where I talked about mass marketing and how the psychology of it lingers and influences content marketing.

      It is a massive amount of work if we are going to figure out how to find and resonate with our audiences. Large corporations spend millions of dollars on their marketing research in order to spend millions more actually marketing.

      Yet, in the small business community we neglect the reality that we still can do our own research and for a lot less money because we are specifically, contextually reaching our audiences instead of mass marketing to one audience which is extremely expensive and few really need or want us, or at best don’t understand why they need us.

      If we do the hard work of learning what business we are “really” in, what problems we “really” solve, who we “specifically” solve them for and match up our products and services the right way in our messaging; we can compete with anyone. Especially since 90% of businesses out there don’t do the work and just through money at a losing proposition in the long-term.

      I so appreciate your comment and thank you for the kind words.

      Have a great weekend Yvonne!

      ~ Don

  23. I humbly put forth that this “context marketing” is simply content done correctly : with the customer, the content consumer, fully in focus. Not as a target for being sold to, but as a human being with a problem that I have the expertise to assist.

    1. Hi Lionel,

      I can see your point. But I do think it is a little more than that. It has to do with how and why content is consumed. Bloggers write content and if you look at the majority of business blogs they are giving no reason for people to engage or buy.

      Context is what brings out your uniqueness and tests your originality. It defines those who are thought leaders from those posing as thought leaders.

      While context begs us to think deeper it also challenges us to engage more meaningfully.

      Over the coming months and years those who are successful in content marketing will not be those who just crank out content, but those who write with clarity, focus and purpose. That is context and that is not being spoken of much in the content marketing blogosphere.

      Thank you so much for your comment Lionel! I am delighted you took a moment to share your view and I do hope to engage with you again!

      ~ Don

  24. Hi Don,

    You just amazed me by writing that content is not king now. I mean why did you say that? I agree with your point that we should talk to your readers so that we can come to know and provide them what they want? Using social media and sharing your content at many other blog communities is not enough. And the most important thing is that do you have that much time? Its absolutely write that “Context” is important but you can’t neglect content. People come to your website to get quality and if you are not going to provide them they will go away.
    This is really a controversial topic.
    Lets see what people say about it?
    Enjoy your rest of the week.:)

    1. Hi Ravi,

      I can understand why it’s a little controversial if you’ve been taught and believe for so long that content is king. I said what I said because content is EVERYWHERE. Like I said in the article is more content created in 48 hours than from recorded to history to 2003.

      If your content is going to be consumed, used, shared and provide value then context becomes the standard bearer for your content.

      Think about it, how many blogs say absolutely nothing, mean nothing, and help no one? Probably the overwhelming majority.

      Is the problem content or context? I propose the problem is people are creating way too much content without laying the foundation for it. The foundation is the context moving forward and without a context their is no reason to build a blog that will be read or valued.

      It’s the blogger who creates content, but it’s the user that consumes context. If there is no consumption of context then the content has no value.

      I hope that makes sense Ravi? I think the article says it better however.

      I hope you have an awesome finish to your week!

      ~ Don

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