Posted by Lucas Nygaard
Blog post representative mage

Content is king - here's the key to the kingdom.

If you’re reading this, it’s probably because you’re human. And if you’re human, you have feelings, thoughts, and ideas. Feelings about a certain matter, thoughts where you process information, and ideas about how it all fits together. Studies in biology show that all of this isn’t made up of some kind of cosmic order. It’s simply chemicals changing within our brains. Through our bodies, brains have several inputs - such as sight, sounds, sensations, smells, and more. Humans can affect our brains through these inputs - videos that are seen, sounds that are heard, odors are smelled, sensations felt, etc. When one or more of these inputs are affected and the brain is stimulated, something is created that we commonly call experiences.

From brain to brain

Since all of our feelings, thoughts and ideas only exist in a well-coordinated system of chemicals inside of our brains, humans have evolved a way to affect other brains. Our brains can be seen as small universes, that can be affected by experiences that activate our senses.

For the vast majority of human existence, these experiences have been based in the physical world - kissing a loved one, smelling good food or being in beautiful nature. However, since the invention of the computer, other kinds of experiences have arrived - digital experiences. In the beginning, it was sound that could be electronically reproduced and sights that could be captured as pictures - or even a series of pictures tied together, to form a video.

A universal language

So experiences are the way that we impact other people. Good experiences even create new thoughts, ideas, and sometimes even feelings. Or changes existing ones. Up until recently, digital experiences meant something visual on a screen, sometimes also containing audio. But these experiences could be consumed in any kind of context, and therefore perceived vastly differently. A thrilling 3 hour-long Martin Scorsese movie is definitely conceived differently if it’s consumed on a smartphone screen on a bus ride versus on a huge tv screen with surround sound at the comfort of your living room. As Bill Gates wrote in 1996, content is king. But don’t forget that any digital content is always conceived in a physical context. So remember that content lives in the kingdom of context. No matter how amazing the content is, the overall experience that it gives to people really depends on the context it is being served in.

Take control of context

Augmented reality is the key to the kingdom. With augmented reality, you bring your content into the consumers’ world, at exactly the location you wish. Thereby taking control of the context. Imagine a new product, floating on top of a trendy magazine, instead of randomly being part of an Instagram scroll, next to a really annoying ad. Now imagine it wasn’t just a passive ad, but a fully interactive experience.


Content is king but lives in the kingdom of context. Augmented reality is a medium that is now as frictionless to create and distribute, as video. It makes it possible to put a digital layer, on top of real objects like magazines, books, posters or product packaging, letting you take control of the context your content is being served in. Turning print media into an interactive media channel and controlling the context of your content. At Hololink we’ve built a platform that makes this possible, without writing code and without requiring the end-user to download an app. If you’re curious, you can sign up for early access now at

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