“Content is King” said Bill Gates in 1996, and now, nearly 20 years later, content is still one of the most essential aspects of online marketing. In fact, content marketing is the most important trend in digital marketing in 2015, as it helps brands to communicate with and engage their customers. However, not all content is equal. These days, due to information overload, people are only interested in the content that is relevant and creates value for them. Nowadays, consumers want the right information, at the right time and in the right place, and here’s where contextual marketing comes into place.
The days of mass production, mass media, and mass consumption are long gone. Consumers are growing to distrust brand-created and promotional content that is meant for millions of people and are more and more filtering them out as ad-blocking technology advances. People are nowadays interested in content that is specifically curated based on their interests and provides value to help them in their purchase path. Thus, companies are investing in content marketing more than ever. In fact, 78 percent of CMOs think of custom content as the future of marketing. The good news is that regardless of the size and budget of your company, personalizations strategies can be scaled based on your specific needs and objectives.
The secret in implementing a successful contextual marketing is to put the customer is the center of each strategy. From the identification of needs to making the purchasing decision, companies must create content that is aimed to help the customer’s purchasing journey easier. Each customer is unique and has different needs. To effectively personalize the content that appeals to each consumer is to segment them into micro-groups with similar interests, values, and needs. Getting access to micro segments of your audience can be done by collaborating with bloggers and leveraging on the targeting capabilities of social media. Companies who try to be everything to everyone can no longer compete in the market. The more personalized and customized your content is, the more effective your strategy will be.
Another factor that can dramatically improve content marketing strategies is visualization. Due to a large amount of content that consumers are exposed to on a daily basis, brands need to make their content stand out to get the customer’s attention. Nowadays, people are pressed for time, and they rarely read the web word-for-word. They usually just scan it, would stop when they are extremely interested. A big pile of words would rarely attract any attention, however, an interesting picture that tells a story is more likely to grab the reader’s attention. The incorporation of infographics, videos, and quality images not only makes your content more appealing, but it also conveys the message faster and in a more engaging manner. Also, interesting visuals lead people to share your content with their network and further amplify its reach. In fact, data visualization has increased by 9,900 percent by 2007, and it is because it works better!
Contextual marketing is all about conveying the right message, at the right time, and with the right channel. With the advancements in technology and especially social media where users share their personal information, successful marketers are targeting their promotional messages to relevant people and in a personalized manner that grabs their attention. Nowadays, consumer software place the ads across multiple channels based on the personal information of the consumer and his/her keyword search activities and interest. Thus, those marketers who effectively create high quality, unique content based on their audience are those who will get their message across.
Written by: Yasmin Ebrahimi