They figured out that content marketing is not just about the content, but it’s really about the context. Content marketing is consistently providing valuable content that your target market will find useful and eventually begin trusting you as an industry expert. Context marketing is the next level of content marketing because you are giving the right content, at the right time, to the right person. It’s not easy.
Content Marketing Comedy
Comedy isn’t easy either. Not everybody loved the movie Dumb and Dumber. But the Farrelly brothers know their target market inside-out. What Internet marketers call a ‘buyer persona’. And they create content for that niche. Stand-up comedians are also known for testing, testing, and more testing. They deliver the right content, at the right time, to the right people. In other words, they are in the content marketing comedy business.
At a high level, content marketing comedy is really context marketing. It’s all about noticing what your target market needs, when they need it, and the delivery. (Ever heard a great joke delivered at the wrong time?)
So how does content marketing comedy and context marketing work in, well, marketing? Newsjacking is a great example of context marketing. This article you’re reading now is a newsjacking article. (Or rather it was when I originally wrote this in 2016…this is the revised version)
Dumb and Dumber To is coming out in November so I’m feeding off the news of that movie. This is an example of juxtaposed content where the context of a movie coming out and my article caused people to stop and take note, hopefully resulting in massive publicity for what otherwise would have been a strange blog about a movie that came out 20 years ago (still is pretty strange, I know).
Amazon also does context marketing quite well. (Although they’re not the best at content marketing comedy)
I frequently find emails and recommendations from Amazon recommending products based on purchases I’ve made in the past. Plus, they typically send those emails when they believe I’m most likely to reorder a certain product.
For example, I recently purchased a product to solve a minor beard problem – beard itch. Next thing you know, I’m seeing beard related products all over my Amazon account. That’s context.
So how would a small business apply this since they probably don’t have the software and analytics capabilities of Amazon? Again, context marketing has three elements: 1) delivering the right content at the 2) right time to the 3) right person.
- The “right content” is simply a matter of giving valuable information to your target market that is remarkable. If you’re a company that makes industrial boilers, then perhaps you provide a 5-minute informational video on how your boilers provide the most energy at the lowest cost and are “green”.
- Figuring out the “right time” is based on what your target market is most likely to do next (based on previous patterns) and providing them with the next steps. (I hate to get morbid, but this next example is just too simple to pass up) If you own a Funeral Home, the right content might be a brochure on the cost savings of setting up your own funeral arrangements now rather than leaving it to your children to figure out. The “right time” is a delicate matter here, of course, so tread lightly, but hopefully, you get the point.
- Figuring out the “right person” has two parts to it. The first part is to know your buyer persona. The second part is knowing the actual person in the business you’re targeting that’s the decision maker, or at least an influencer.
Think of your valuable content as IOUs. When you continue to give, give and give, then you’ll eventually get. It’s the simple law of reciprocity.
So try using content marketing comedy in your next blog or video. What do you have to lose?
Now I’ll leave you with a Lloyd Christmas quote about IOUs to really inspire you: “That’s as good as money, sir. Those are I.O.U.’s. Go ahead and add it up, every cent accounted for. Look, see this? That’s a car. 275 thou. Might wanna hang onto that one.”
To your continued success,
P.S. As always, feel free to comment or email me with any questions.