Good Content Still Matters (and Now Context Matters More!)
You’ve probably put a lot of time and effort into good content writing. That’s important because your blog and content still matter. However, if you are using that content writing in the wrong context you can see your marketing efforts backfire. More and more people are paying attention to how and where content is fed to them especially when checking social media postings. If things don’t jibe with their expectations, suddenly even high-quality content is reduced in their esteem. However, there are two sides to context.
First, there’s the side where content is the context providing the environment where an ad appears, and second, there’s the context of what the content shows a customer. Therefore, if you want to ensure you are leveraging context in your marketing, you have to make sure you are addressing context from both sides.
What is Context in Marketing?
Context marketing considers not just the message of an ad or content, but also where and how the content appears. When you consider context, you can be more personal and relevant. You also avoid annoyance when your content or ad appears at the wrong time or place. You create a happy balance where you provide the content or product or service at the very moment someone needs it or will appreciate it. It works with content as context as well as the context of content to suit each customer’s journey.
What is Context for Ad Placement?
Keep in mind that when your ad appears, although people might not give the whys and wheres of it much thought, they generally think you chose to advertise there. So in the case where context is considered in relation to the environment in which your ads appear, you have to be careful it makes sense. While some brands might thrive on being aligned with controversy, most prefer to appear in safe environments.
In fact, a study by the firm Integral Ad Science (IAS) found that an ad viewed next to high-quality content was 74% more likable than ads placed beside low-quality content. People will align your brand with the environment where they encounter it. Google AdSense is the way most companies use contextual ads. Google chooses the right spot to place an ad based on algorithms. As a result, your ads find the right audience and quality content that is perfectly suited to your brand. Google uses contextual targeting to place the ads, so you can trust they’ll land where they make sense.
What is Context in Customer Journeys?
On the flipside when looking at your own content writing, one of the most effective ways to introduce context marketing is using dynamic calls to action. Dynamic CTAs send the right invitation to a page visitor based on their needs. Since people might visit your blog content pages for different reasons, you can’t always just say, download the report, or reach out to our team today. Instead, you want to direct each visitor to take the logical next step based on where they are in the sales cycle.
The only way to do this, however, is to track a customer’s visits to your site, so you can effectively follow them on their customer journey. Today, you can track anything to ensure you are bringing the most value and the right information to your leads. With effective content writing on your blog, in hand with well thought out social media posts, your content will have the exact effect you want.
Since context marketing can be used in two different ways, understanding the benefits of both can help improve your marketing strategy. Let us help you with content management today!