Level Up the Context in Your Content for the Win
Context marketing incorporates timing and context into your content marketing strategy. You may be wondering what context marketing is in the first place.
Context marketing is delivering the right content, to the right prospects, at the right times. It’s more or less all about the timing. Having context allows you to market your service or product better to your potential customers. Asking the right questions and getting the right answers will help you create a more effective marketing campaign and increase your return on investment. Therefore, we can say that a mix of context marketing and content marketing is more powerful than either of the two alone.
Context helps you personalize your content, which makes it more relevant and unique. Having context when you communicate with your audience helps you create content that specifically targets their needs. Once you address their needs, your marketing efforts will align with their interests.
Here are some steps you can take to incorporate context marketing into your advertising strategy:
Get a Broad Understanding of Your Audience
If you want to create relevant content and develop a real emotional connection with your audience, you need to know the following information:
- preferences, needs, likes and dislikes;
- consumption habits;
- questions they may be asking; and
- causes they support.
Create Content That Answers Your Customers' Questions
A big part of context marketing is knowing what questions your target audience is asking and what they’re searching for online. Your content should be able to answer any questions they may have. Also, make sure you understand the intent behind their search so you can create your content accordingly.
Once you know your target audiences and their intent, it’s easier to come up with the ideal keywords you should include in your content. It’s one thing to know who your target audience is when you create content, it’s another thing entirely to know how they will put that content to use.
This is different from content marketing because it includes timing in the equation. Context marketing also takes the specific personality of the customer into account. Relevant and personalized marketing is essential for creating content people love. Context isn’t only about the storyline; it's also about the intent. It’s up to marketers to ensure their audiences are seeing content that they’re actually interested in, at the right time, and in a way that resonates with them.
Consider Their Pain Points
The goal of context marketing is to make the customer journey more streamlined and intuitive for the buyer. Find out where people get stuck in the sales funnel and why, then help them overcome these obstacles.
Create Supportive Content
Content should be created based on the obstacles you need to overcome. For example, if potential customers don't understand how your solutions can help with their specific needs, consider creating explainer videos or informational articles to demonstrate this. If one of the challenges is brand awareness, you can create introductory content, such as an “about us” video.
Cordes Owen is the founder and CEO of Bake More Pies, an integrated marketing agency with digital DNA.
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