A few days ago I read a Pulse post written by Mr. Peter Himler, Founder of Flatrion Communications LLC, titled “Content Marketing Is So Last Year.”

The sentiment, in all its brevity, stirred an inward curiosity summarizing a perpetual marketing dilemma: Should marketers’ mindsets carefully model crafted strategy, or should popular culture model marketers’ mindsets?

An unfortunate and rather depressing naked truth is that people are very good at ignoring what marketers create.

Mulling over what is “it” that individuals are seeking as society continues to identify and immerse itself in all things digital, even as the expansive use of digital devices (and the inherent viewership therein) has people growing smarter at ignoring what marketers create (to the point of practically running away from messaging), brought this conclusion: The apparent “it” factor seems to be popular culture.

Although it’s infinitely harder to create a piece of popular culture than it is to create any piece of marketing or advertising, being part of popular culture is more important than marketing. No matter how good any marketing may be, popular culture will be more appealing.

The following question I asked myself is how does creating messaging, communications, and conversations fit inside this world of popular culture?   Naturally, there is a variable to consider if I’m to address that question, i.e., how does the notion of influence and popular culture, in its entirety, affect attitudes and behaviors?

Understanding my own personal scope of influence from early childhood until today, there has been a kind of shift or shuffling as to the guidance I received.  From birth it was simply family influence. Then came the influence of teachers and the clergy. Years following included such influences with the addition of state and peers as influential factors. Today, withholding any judgment, the shift encompasses the media and admired personalities.

In reaching the world of social media and its interaction with daily life, it makes sense to apply the concept that almost any social platform is similar to that of a petri dish, with forming spots inside representing influences and connections.  The process of creating messaging, communications, and conversations becomes much easier once I, the marketer, understand how to draw lines from each spot; thus creating endpoints.

As a marketer who appreciates the study, and who understands the peculiarity of human life, I’m able to rely on the striking parallel linking the evolution of man to the development of social culture.

As such, I’m better equipped to allow popular culture to act as the catalyst leading to content marketing, and furthering my understanding of the evolution of communications.