Have you ever found yourself going through your inbox with marketing emails? I think we all have. Irrelevant product offers, flash sales, endless newsletters and return forms. Sometimes it can all get a bit too much.
Delete, delete, unsubscribe, delete… the story goes on and on.
And it’s not just email marketing. People are now exposed to more 5,000 marketing messages per day, a 900% increase over the 1970s. Blimey …
More and more companies are producing digital marketing content through social media, online blogs, podcasts and videos, making it extremely difficult for brands to cut through the mess and make their voices heard. Not to mention our time-poor lifestyles and diminishing attention spans, which are not helping the cause of content marketers!
So, with all of these factors against us, how on earth are content creators supposed to get their marketing messages out? stand out from the crowd?
To answer this question, it’s important to consider what consumers are looking for in terms of the content they consume. That is, content that is intended for them and that is very relevant and useful to their personal situation. Because of these preferences, prospects tend to favor brands that communicate in a personalized way and provide the most valuable content that meets their individual needs.
And that’s where contextual content marketing comes in!
What is contextual content marketing?
Essentially, contextual content marketing is all about providing the optimal content at good customer at good time. It’s all about relevance and personalization.
For example, a clothing company having an end of season sale may choose to advertise different discounted items to different groups of contacts in an email campaign, based on their demographics and behavior. previous purchase. A strategy like this would be much more effective than simply sending each contact the same catalog of all the discounted items. It’s obvious!
There are five key aspects to successfully implementing contextual marketing; customer data, target audience segmentation, timing, tone of voice and optimal delivery channels.
So, now you know what’s coming – let’s go!
Steps to follow to create a contextual marketing campaign
Establishment of customer data collection
While executing contextual marketing doesn’t require a huge investment, having the right data is essential to developing the context for your communications.
To do this, you must configure the collection of customer data through customer relationship management. (CRM) tool, of which there are loads of options, even for those who are a little tight with their money.
CRM software is essentially a tool that enables businesses to better store, organize, and often access large amounts of customer data. And since we’ve established that customer data is the cornerstone of any successful contextual marketing strategy, you can see why it’s so handy to have!
Segmentation of buyer personality and buyer journey
Once customer data is aggregated, buyer personas – a fictitious representation of a company’s ideal customer – can be created. This will allow you to rank your contacts and determine the type of content and delivery platform that will best reach them and achieve the highest conversion rate.
Segmentation through the stages of the buyer’s journey is also very important. For example, an informative blog post would probably not suit the context of someone in the decision step the journey of the buyer who is ready to make a purchase. Likewise, a product demonstration would not be too appealing to those in the awareness stage, who must first be informed about who your business is and what solution you are proposing to meet their challenges.
In many cases, contextual marketing without timing is like scones with jam and no cream. It just does not correspond to reality! So why is timing so important? As long as someone sees your content, it doesn’t matter when, right?
Nope. Let me explain.
Let’s say you just woke up at your usual time before working on a Friday afternoon. You pick up your phone, jump to your favorite social platforms and come across an ad for Domino’s pizza. Without a doubt, you’re scrolling straight ahead, barely noticing the ad, because the last thing on your mind at 6.30am is the pizza!
But what if you saw this ad the same evening on the train home after a long day at work? You are hungry, you are tired, and you cannot bother to cook. So you give in, click on the ad and order the pizza to be delivered when you arrive home. Now it’s all about delivering content to the right person at the right time!
Using timing in the same way, the Neighborhood team implemented a Facebook advertising strategy around the New Year for one of our clients, Enable College. The timing of the campaign, titled “Start the New Year with a New Career”, was instrumental in its success as it aligned with the changes people were looking to make in their lives on January 1.st.
Tone of voice
To create contextually relevant content, you need to speak to your buyer personas in a way that will resonate with them. Ask yourself, who am I talking to?
If you are reaching business people through LinkedIn in a professional context, you may want to consider communicating in a more formal tone. Otherwise, if you are the owner of an original cafe, you would be in a better position to humanize your brand by using colloquialisms and letting your unique brand personality shine through your content.
And now for the last step in implementing a top notch contextual marketing strategy; choose the right digital channels to deliver your content. By looking at your buyer personas, you need to determine which channels your target audience is the most. engaged with.
It’s also important to remember that not everyone consumes content the same way, so you can reuse material in different content formats. By applying this concept to create unique pieces of content, you can write a blog post on your website, summarize the blog in an infographic to post on Instagram, and use the blog as the basis for a video on your YouTube channel.
So that’s contextual content marketing in a nutshell. By following these five steps to create personalized, contextual content (without going overboard and making your target audience feel like you’re stalking them), you’ll be on your way to reducing clutter to increase your ROI and you develop. conversions. How good is that ?!