Content creation in 2022 is big – and we’re all familiar with just how big based on the explosion we’ve seen in the past few years: from influencers, brands, platforms, reels, viral videos, and ads.
Ultimately, content creation isn’t just big; it’s overwhelming, particularly when there isn’t any context.
What is Context Marketing?
Context is how you bring your marketing message meaning and life. When creating a customer profile, it’s more than considering age and location, it’s understanding likes, dislikes, needs, wants, motivations, habits, and routines.
It’s about knowing that Stella likes to put her feet up after work and read a chapter from her favorite non-fiction author while sipping on her organic, preservative-free local wine.
Knowing who a customer is, allows brands to really meet customers where they are and connect. By meeting them where they are, when they’re there, with something they need, that connection has meaning.
Context marketing takes your brand from creating a moment of connection to creating an entire experience for consumers.
Content vs. Context
So what is the difference between a moment and an experience?
To put it simply, content creates a moment of connection, engagement, or interest through the use of marketing materials, like blogs, special offers, strong social captions, newsletters, or ads. Content is the what and the why behind marketing.
Context creates an experience by delivering that content to the right person, at the right time, on the right platform, reaching that customer to solve a problem in their moment of need. Context is the how, the where, and the when of marketing, and it’s paramount to success.
How to Use Context Marketing to Convert
Marketing efforts used to be focused on creating top-of-mind awareness. Targeting ads and content to make a brand memorable so that when a customer had a need, they would think of that brand first.
With so much accessibility and availability of information (an overwhelming amount), marketing has shifted from memory to in-the-moment. This means that marketing tactics have shifted from top-of-mind awareness to instant problem solving, aiming to really catch and connect with customers.
Creating Context Using AI
The most fundamental tool used to create context marketing (and filter some of the overwhelm) is AI or artificial intelligence.
AI uses what customers are searching for, and when they’re searching for it, to extrapolate why they’re searching for it. Using AI, brands get a sharper image of their customer and how they can connect with them.
Brands are looking to co-create buying experiences, searching for the needs of customers at the same time that they are searching for the solution, and Marketing automation software will make this more seamless.
For example, using automation for context in advertising:
Every web page is littered with keywords and phrases relating to that side. That site then calls in relevant ads based on the keywords that customers are searching to find that site. In other words, context marketing uses the content of what a customer is searching for to produce ads that match that content.
They use context to target that specific customers’ needs.
Why Context Marketing is Important
Creating the context for customers creates a connection by solving a problem or a need. Applying context to a marketing strategy not only creates more relevant content but can really drive a brand’s sustainable growth over time:
- Increased conversions: Context targets specific needs on a specific timeline and provides in-the-minute solutions for both new and existing customers. Meeting customers in the midst of their buying journey while knowing their specific needs, and providing accessible solutions, is more likely to increase conversion and encourage sales.
- Increased retention Breaking up mindless scrolling behavior with relevant, personalized messaging creates connection and engagement for the customer. Solving problems in a targeted way helps build brand trust, which is an ultimate motivator to purchase, ultimately increasing demand. Adding specific context to the purchasing experiences and great content shapes a positive customer experience, which helps to strengthen customer retention.
- Better Lead Generation Knowing what your customer looks like in a more complete sense can help brands to seek out and find those customers amongst the crowds. It also helps to identify potential customers.
Three Tips for Using Context Marketing to Converts
- Create offers that specifically relate to posts, pages, captions that you’re offering: For example, on a blog post discussing the top ways to plan and organize monthly content, offer a free downloadable calendar that helps organize that content.
- Create relevant, engaging CTAs: Don’t wait for customers to go looking for the solution. Offer an appropriate number of access points to that solution through the use of CTAs and links so the customer is in control of their access.
- Use Smart Forms where it counts: Make the purchase journey as seamless and easy as possible. Using smart forms that self-fill for customers that have already visited your site encourages the ease of purchase and makes that customer feel familiar and appreciated.
Ready to create meaningful content with the right context? StellaPop has got all the tools to make it happen! Call us now.