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. You’ll have to do the same until you figure out the right mix.
So how does context marketing work in, well, marketing? Newsjacking is a great example of context marketing. This article you’re reading now is a newsjacking article. 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. I frequently find emails from them recommending products based on purchases I’ve made in the past and they typically send those emails when they believe I’m most likely reorder a certain product. 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.
- Figure 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 free content, free trials, free samples, etc. as IOUs. When you continue to give, give and give, then you’ll eventually get (that’s a Gary Vaynerchuck quote).
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.