In my E-Marketing class today, we talked about content and online communities.
As for preparation, we had 7 articles which gave us different perspectives on the importance of great content, and presented tools that could help us on our misson to produce great content. – In total, a very interesting class!
However, after we finished class, something struck me: One thing is content, but what about the medium that facilitates the content?
Every medium carries a message
The great Canadian thinker (the picture really shows how much of a thinker he was), Marshall Mcluhan, once said that the medium is the message, which, if taken literally, would ruin the whole idea about concetrating on great content. BUT that perspective is also a bit to radical from my point of view.
Instead, I will allow myself to use Lars Thøger Christensen‘s more moderate interpretation of Mcluhan, which states that every medium carries a message.From this perspective, content and the medium becomes equal, and therefore deserve equal attention.
To me, the most important take-away from McLuhan’s work, is his way of thinking about media: A medium is the medium of another medium.
It is kind of a tricky way of putting it, but when one relates it to content marketing, it suddenly makes much more sense. One could say that a sort of media hierarchy appears.
An example of a media hierarchy:
1. You choose whether to go with an online or offline medium. An offline medium as a handwritten mail can carry the message of effort and therefore caring, but it can also carry the message of being out of tune with the new and “online” world. It depends on the person receiving the mail and the content of the mail.
2. You choose which online and offline medium you want to use. If you want to reach out to people in their privat sphere, you might go with Facebook. You don’t go for LinkedIn, which carries a message about professionalism.
3. You choose who should be the sender of the message. If your company has received massive critique and you want to make an apology, you might want to put an important person as the sender, because that will carry the message of your company actually caring about the critique.
4. You choose the “medium” of your content. That could be an apology – as stated in the example before – or the medium of the content could be a question. Depending on how “equal” the relationship is between your company and your customers.
And I could go on like this for quite some time…
My point is, we should always take the medium into account, when we talk about creating content, because you want the message of the medium and the message of the content to tell the same story.
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Such a well-framed perspective! It’s amazing how the balance between valuable content and the medium through which it’s delivered truly defines reach and impact. While reading this, I was reminded of how in the financial world, even insightful market advice can go unnoticed without the right communication channel. I’ve recently come across a platform that consistently shares well-structured financial insights across blogs, digital reports, and simple guides — it really highlighted how much the medium shapes understanding. Great read!
https://vsrkcapital.com/difference-between-large-cap-mid-cap-and-small-cap-funds/
Really insightful post. The line about content and medium perfectly captures today’s digital landscape — especially in areas like finance, where complex ideas need to be communicated clearly. I’ve been following a site recently that explains market concepts and investment strategies in such a reader-friendly format — makes a huge difference in how the message lands. It’s interesting to see how the right medium can truly elevate even technical content.
Really insightful post. The line about content and medium perfectly captures today’s digital landscape — especially in areas like finance, where complex ideas need to be communicated clearly. I’ve been following a site recently that explains market concepts and investment strategies in such a reader-friendly format — makes a huge difference in how the message lands. It’s interesting to see how the right medium can truly elevate even technical content.
https://vsrkcapital.com/how-to-find-a-mutual-fund-distributor-in-noida/
The true is content is a king convert pulsa
Really insightful reflection—thanks for sharing! ???? It’s great that your E-Marketing class covered the depth and variety of content creation, but I love that you brought attention to the medium as well.
You’re absolutely right: Content may be king, but without the right medium—the queen—it might never reach the throne. Whether it’s social media, email, blogs, or video platforms, the way content is delivered can completely shape how it’s received and engaged with by the audience.
It’s interesting how certain types of content thrive better in specific formats. For example, a how-to guide might do well as a blog or YouTube tutorial, while quick tips work great on Instagram Reels or TikTok. The message has to match the medium.
Thanks again for sparking this angle—definitely something I’ll keep in mind in my own strategy!
chupre
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