Whenever you feel like you’ve perfected content marketing, a new approach is making its way to the top of the cycle. It is the famed context marketing. Consumers having received too many messages which don’t actually relate to them and are at a wrong time are among the facets affecting its rise. These marketing trends affecting the context marketing are considered as crucial factors.
The art and science of delivering the right content to the right consumer at the right moment have been the general definition of content marketing. In this manner, context marketing is much further than the mere content marketing. It is far way different than content marketing which is merely delivering educational and useful information to the marketplace disregarding the context.
To better grasp the significance of context marketing let’s take a look at an elementary (literally) example. In a spelling bee contest, oftentimes, the contestants ask the moderator to use the word in a sentence or to be exact, to be put into context. Just by hearing the word being used in a sentence, the participants’ chances of correctly spelling it will improve. In the same manner, putting marketing messages in context provides the customers an understanding of how a certain service or a product will affect their lives.
Although the chances are high for the spelling bee participants, it is even higher for today’s marketers. Nowadays, consumers tend to receive more marketing messages than before and are ignoring most of them. Here are some guide for your context marketing.
Why Is Context Marketing Important?
The reasons for context marketing are many, but below are the two most important among others:
- Having a contract with a context around your relationship provides a more relevant and even personalized marketing content targeted at their needs. This personalized marketing content serves as the foundation for creating marketing which the people love. In addition, it is not a typical kind of marketing that ruins the living daylights out of people. A double Win-Win for you.
- Creating a marketing that’s aimed at people’s point of need performs much better for you for the reason that it is not misaligned with their interests or stage in the sales cycle. Delivering a marketing content accurate to its audiences means a conversion of sales. Knowing that our B2B lead from the past section is getting a new budget in January and a customer is looking for something. You can have for example; make an offer for a custom end of year demo of your product to a customer. You can also add a rep that specializes in the finance industry. This content she’s pretty likely to convert on. Well, assuming that she’s visited your product pages and has downloaded a couple of buying guides in the past two weeks.
How Would One “Do” Context Marketing?
These details may sound good but how does the theory of “context marketing” manifest itself? As a marketer, what would it look like for you? Through the help of the integrated marketing software, some examples of using the “context” as a principle in your marketing.
1) Dynamic Calls-to-Action
Converting traffic into leads, leads into qualified leads and qualified leads into customers are a lot of offers that you want to use. In a case where you’re further down the marketing funnel and you saw a top-of-the-funnel CTA. It would be a kind of discouragement if we are to say that a case study web page is like an educational tip sheet.
Someone visiting a case study page on your website is not necessarily ready to talk to a salesperson. By offering a too bottom-of-the-funnel CTA, you are turning them away. This could be viewed as a conversion nightmare if encountered. However, thanks to the dynamic CTAs that adjusts to each of the visitor’s stage in the sales cycle of the page. You can actually surface a CTA to align automatically to the host of criteria that you want to set. You may want to set any type of thing, think about the industry, enterprise type, location or past activity/behaviors.
2) Dynamic Email Content and Workflows
Things that need to be smart as a whip are not only your forms. If you want to maintain your space in people’s inboxes, your email database should be segmented into highly targeted lists. A smart email list should be able to pull in a contract or certain information from your database. This information will then be used for your email marketing. Always keep the cardinal rule, that a great context marketer delivers the right content, to the right person, at the right time. You need the power of workflows and the power of dynamic content. This is to be able to send emails that are contextually relevant. They are the tools that will put you to the right person into the right list. By this, you will be able to make your email content personalized and relevant for each recipient.
3) Smart Forms
You want to be lovable if you want to be a context marketer. For you to see higher conversion rates, meet your new best friend … smart forms! They are forms for your landing pages that are undoubtedly smart, just as their name suggests. They are smart in a sense that they know if someone has already filled out the form fields you’re asking for in the past. For this reason, they don’t make the visitors of your site fill out the same forms again and again. This will help you in collecting more and new information on your leads instead of collecting the same stuff over time. The functionality of this form is so great that by using smart forms it can improve conversion rates and can get you more contexts about your customers, leads, and visitors!
How Context Makes Content Marketing Work Better
So how will you be able to assimilate context into your content marketing? Let’s try breaking down the points to find the answer using examples from Forrester’s white paper.
The right content
The right content is the start of everything. You may have a great content right now, you’d still want to dig deeper. This is to ensure that your content is really talking to your buyer perspectives including their taste buds, desires, and emotions.
For example, telling a website what cooking ingredients they have and receiving back recipe recommendations has been a content exchange with customers by McCormick &Co. The enterprise has experienced significant results since launching its FlavorPrint site. This includes a double-digit growth in spice purchases, a nine-fold increase in time spent on the site plus a doubled repeat usage. This has been done by these customers.
Related: The Advanced Guide to Content Marketing
The right target
Content marketing’s key of success depends on how well marketers know the people and their needs, motivations and lifestyles. On the other hand, context marketing not only focuses on digging deeper but also in engaging and influencing them. It’s just like when they are exercising, not on their sneakers but in yours.
This has been the strategy of Nike when it began its health-conscious consumers to its digital platform Nike Plus. By using the data from the consumers’ health devices, the platform uses fitness contests and social sharing to generate more interactions. This creates a scale that rivals paid media. With 15,000 more joining each day, Nike Plus had 18 million members within just a few years.
The perfect timing
In context marketing, customers will likely be most interested in your messages if you can home in on them at the very moment. This is like driving in the vehicles they purchased from you. This is way different than content marketing which is hard to determine the exact right time to engage with consumers.
The marketing focus of Mini USA, while it uses brand campaigns, is on driving customer dialogue and interactions. This is during and after their purchase when customers are “motoring” across the country in its cars. More than forty percent of its total budget on digital and social marketing was invested by the enterprise.
Through the years, marketing has been in a phase of constant change. Rather than looking at the context marketing as whole new species, try to think of it differently. Think of it as an evolutionary step towards an effective, timely and more focused marketing.
A clear mindset to a new level of marketing should be established first. Then reach out to the right customer with the right content at the right time. In addition, produce a marketing that has timeliness, focus, and precision, every time