Previous blogs have looked into content strategy and top tips for content marketing, but we’ve yet to really dive into where context comes into all of this. The content itself is what you will use in order to attract, acquire and engage your audiences, however, to do so you must understand the context in which your content is consumed.
Context is essential in that it makes you consider the purpose your content serves and the perceived value it will bring to your audience. Content is only effective when it is useful, meaning that it has relevance to your audiences and is therefore more likely to not only attract their attention, but also promote sharing and, consequently, performance in search.
When you create a piece of content it should be designed with a thorough understanding of not only your audiences but also the circumstances (practical, environmental, behavioural and technological) in which it will be read/watched/heard/viewed. Considering these elements will mean you produce content that delivers results.
Personalisation is an integral part of effective modern marketing strategies, and context is at the heart of this. Being able to engage your consumers in two-way conversations that are tailored as much as possible means audiences are more likely to interact with you and convert into customers. For example, you will offer different content to new clients when trying to engage them with your brand than you would to a long-term repeat customer, who you know a considerable amount about – providing opportunities to produce highly customised communications that enhance the relationship and value of the customer to your business (i.e. up-selling, increased spend, word of mouth/referrals, etc).
The way we, as consumers, socialise is changing in line with digital trends and advances, meaning we must, as marketers, adapt our content to create the most personalised experience possible. In essence, context and content must go hand-in-hand to deliver successful content marketing.