Content plays a vital role in increasing visitor engagement within your brand. In the late 90's Bill Gates made a statement that "Content is King". Now, it's the 21st century and agencies tend to use content (like blogs, emails, web pages and social channels) for the purpose of ranking on the SERPs. Now, writing content with keywords stuffed in each article is as ineffective as casting a fishing net and waiting for the fish to swim on in!
Today, you have to use a fishing rod with more tempting bait on the hook in order to lure the right fish. This example expresses that you need to focus on the exact information your customers are looking for instead of what you want to show them. As per Google's recent statement (businesses can take this as fair warning), "Focus more on the buyer's persona than just ranking on search engines".
Let's see if you can spot the difference between content marketing and context marketing after reading their corresponding meanings.
Providing educational, informative content to the targeted audience.
Providing educational, informative content that is relevant and specific to your buyer's persona, so that the content is meaningful to them. It's content based on their search needs.
If you have highlighted ‘content relevant and specific to your buyer's persona, which is what's missing from content marketing’, then kudos! You nailed it. Since you have pointed out the difference, then you must be thinking…
How Does Context Marketing Work Effectively?
To implement effective context marketing strategies, you need to consider a few things before you begin.
Identify The Buyer's Persona
First, decide who you want to convey the information to. Knowing their names through social media platforms is just a small facet of this. There are more things such as their job title, demography, their geography, challenges they face, etc. These things should help you to identify your audience persona.
Understanding Buyer's Interests
Try to figure out where your audience hangs out on the internet. Which channels do they prefer to get information from? Show up on those channels if you aren't there already. Try to convey the information in a way that will be easy for them to understand.
Identify The Buyer's Buying Cycle
Try to know which phase of the buying process your targeted audience is in. Are they ready to buy your services or products, or do they need more information? What are the questions that might arise while buying services/products similar to yours? Think of this from the buyer's viewpoint.
Create a Win-Win Situation
There are websites that ask you to fill out a form with a bunch of information (like your first name, last name, email address, company name, etc.). On the same website, if you find something else of interest to download, again you are asked to fill out the same long form. Some business website makes all these fields mandatory. Sometimes, this can irritate a visitor. So what do you do in this situation?
Here's what you can do to create a win-win situation for both you and your website visitors. If your website visitor is not willing to provide the same information repeatedly, ask a visitor to share different information each time. You can come up with the questions which will help you identify your buyer's persona. This method will also break the monotony for the visitor and make him more willing to give up the information.
At Lore Digital Marketing, the best local digital marketing company in Boston, we believe that “Marketing should always be customer focused.” Our experts do believe that personalizing the user experience is not the only thing of importance in digital marketing services, but, real capability lies in assembling the information given to you and using it to relate with the buyer's persona effectively.
You can implement the concept of context marketing across channels when you have to interact with your target audience, but, if you want some more insight, we are always here to help you with any of our digital media marketing services for FREE!!
Sam is the president at Lore Digital Marketing focused on growth strategies, brand building and inbound marketing excellence for clients across industries. He is HubSpot certified inbound marketer, business leader, and MarTech adviser. Sam is passionate about developing and implementing strategies using effective marketing tools that impact marketing & sales, improve ROI and create inspiring brands.
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