The Evolution of Content to Context

Unfortunately, every other business has caught on to the importance of content in marketing strategy. Individuals are exposed to an increasing number of messages and content from various brands throughout any given day. How does a brand find a way to stand out in the noise? Fortunately, this is where context marketing has come into play. Context marketing is all about delivering the right content to the right person at the right time and in the right channel so that your message is not only heard but also acted upon.

In 1996, Bill Gates gave us the often-used adage “Content is King,” and content marketing has played a strong role in the marketing and sales efforts in the B2B sphere for the past few years. In fact,

79% of B2B buyers have said that content provided by a seller influenced their decisions in choosing a vendor

But in recent years it has become clear that content marketing on its own is not as effective as it could be. As a result, customisation of content delivery has led to the advent of context marketing.

Basics of Context Marketing

Context marketing is all about customising the delivery of your content to your potential customer. That means pinpointing your buyer personas and target audiences, mapping their behavioural trends, and pushing out your content accordingly. So what are the practical steps to making context marketing a reality?

First is having a thorough understanding of your customer. The customer is in control of every interaction you have and chooses whether or not to engage with your content. Go further than just demographics and lifestyle to understand and engage with your potential customers on a deeper level.

It is also vital to have a complete understanding of the buyer’s journey for your customers, in order to deliver content at the appropriate time. Different content is more effective at different points depending on whether your potential customer is just starting to browse and gather educational information or is at the point of making a final purchasing decision. In order to do this, it is important for marketers to shed the idea of a marketing campaign and instead begin to focus on delivering your content over time throughout the buyer’s journey. In the end, this gives you a much more unified marketing structure that can speak directly to customer needs in the appropriate time instead of having fragmented marketing campaigns across various mediums.

In the end, it all comes back to content. Though your focus is on delivering content in the proper context, it is still important to ensure that you have the great pieces of content to provide when the appropriate context comes. Do an overhaul of your current content to make sure that it speaks both to your buyer personas and effective at various points of the buyer’s journey. This way you have the relevant content that addresses specific problems a buyer faces, or speaks to the place they are in in their purchasing process. Take the time to gather data on the manner in which your audience prefers to receive content. While some may love reading through a blog post or whitepaper, others may prefer listening to a podcast or watching a video.

Has Content Been Dethroned?

Content may still be king, but there is definitely a co-ruler on the horizon in context. As you review your marketing practices, see where and how you can be a more effective marketer through customisation of your messaging through context.