Context marketing can make all the difference in your ability to scale your branding to different regions and countries. You hear about content everywhere – gated content, adaptive content, content management systems and more. A retail website deploys a chatbot to ask potential customers if they need help after they’ve visited multiple product pages. Doing so will help you fit the right content into the three prongs of context marketing: relevant information, the right person, and the proper timing. But at Inbound 2012, Hubspot was also talking about context marketing. Taco Bell’s Taco 12 Pack was the content. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”. I’m not here to talk about distribution today (but if that’s what you’re here for, you’ll like this article). Content can be blog posts, videos, sell sheets, product descriptions, case studies, etc. Or, it could be what makes it a bad one. One part, in particular, stands out to me as almost prophetic: “If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. Or, less desirably, it’s what makes it meaningless. Here are some ideas on what context marketing might actually look like: Let’s go back to the beginning of all of this. If one of your challenges is brand awareness, create introductory content like an “about us” video. Here, brands model their behavior after that of … The key is to provide interesting, educational material to engage a prospect and encourage him or her to move onto the next phase of the sales process. Context vs. The answer is neither. Everything is being redefined by current realities. However, there are some differences between the two words that set them apart. Despite how early in the age of the internet this essay was written, Gates had a clear view of what would carry out over the next several decades. Content Marketing | Promotional Marketing content from Chief Marketer I love the quote, "There are two kinds of people: Those who talk a lot and those who don't listen. You can then respond with a CTA that conforms to their stage in the sales cycle. A smart form displays new fields the second time a site visitor fills out a form to collect unique information without making the user re-enter the same basic details. Content on its own does nothing. Thanks for your message! For example, if customers have trouble understanding how your solutions address their specific needs, consider creating case studies, informational articles or explainer videos to demonstrate this. We can’t expect people to pay attention to us just because we’ve worked hard at creating content for them. Thanks for subscribing! Context vs content: a hard reality to come to terms with Joshua Bell’s twin performances had been arranged by The Washington Post as an experiment into the influence of context on human perceptions – and the findings shocked plenty of people at the time. Content marketers need to instead take a new approach to content marketing that more closely aligns with your prospects’ and customers’ journeys and expectations. What does a content marketing consultant do & how do I hire the right one? Yet, you need a lead’s information if you want to provide relevant content at the right time. There are others that will go a step further […] Keep an eye out for a Welcome email from us shortly. Of course, nothing stays the same for long in the world of online marketing, and we’re just now starting to see the ramp-up of the next biggest trend: context marketing. Content isn’t just words. But, with the right tools and strategy, you can have control over the context in which your content is received by determining the circumstances in which it is shared. Any website with a variety of content can use contextual advertising, and match the content viewed with the ads displayed. Of course, suggesting that someone completely re-route their trip to take a stop at the Taco Bell drive-thru can be a big ask. Waze is a navigation app designed to help people drive to their destination in the shortest amount of time possible. Context marketing is the practice of delivering the right marketing message to the right person at precisely the right moment. We'll be in touch shortly. Google wouldn’t even appear for another two years. Context marketing vs. content marketing means getting personal with your leads, so creating effective buyer personas is crucial. They need to have audio, and possibly video. If you don’t already have detailed buyer personas and targeted audience examples, now is the time to make them. So your call to action needs to fall somewhere in between keeping them engaged, but not turning them off. Use this information to brainstorm ideas on how to help them overcome these obstacles. The time of year, the interactions users previously had with the Lego website and the fact that they had not yet purchased a toy were all context. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. There would also have been a point when you struggled between content vs context. Today, I’m going to talk about context. A mobile ad is displayed when a user is in proximity of a retail location. The result: 3% of users who saw the ad clicked on the “Drive There” button to take a detour to their nearest Taco Bell on their way to their destination. A content marketing consultant is well versed in the industry and understands what it takes to stand out from the competition and generate leads using everything from white papers to infographics. delivered directly to your inbox weekly. Content developers understand the importance of the message, focusing on clarity and creative storytelling. Your content will go nowhere – literally – if you don’t distribute it. If you don't see it come through, check your spam folder and mark the email as "not spam.". Context marketing is critical to your online marketing strategy because it enables you to provide a more personalized experience for leads.