Your content’s context is just as important as its quality. The concept of contextualized content marketing focuses on the importance of relevance. Digital marketers renowned for creating relevant content have spoken loudly for years. If we want our marketing strategies to work, they must do so.
Michael Brito was Senior Vice President for Social Business Planning at Edelman Digital in 2011. He wrote, “Consumers who live within the (digital stream) stream… are constantly inundated with thousands upon thousands of marketing messages. They filter out irrelevant content. All else is noise, and most of it is ignored.”
It must be helpful and informative but also engaging. This is the only way that your message will be read.
Contextualized marketing results from the entire digital marketing community doing two things.
Becoming aware of the importance and significance of relevance
The more advanced technology available today allows us actually to deliver contextualized content
Marketers know how important it is to be relevant. It is challenging to deliver consistent, meaningful, and contextualized content. Marketing teams must either have psychic abilities or use technology to understand customers better.
We are all getting to know one another better thanks to modern digital solutions and the evolution of contemporary marketing towards a more customer-brand environment. Consumers expect to interact with brands more through social media, webinars, and in-person events. This has enabled contextualized marketing to become a reality.
Why you need better context
Context is more than a marketing tool that makes your marketing better. Context is essential to retain the loyal customers and leads you have worked hard to earn. If a brand is too much in the noise, it could be evicted.
Most social media users unfollow brands, with 69 percent hitting the Unfollow button.
58% of respondents have chosen to unsubscribe from a large number of their marketing emails
69% of subscribers are terminating their subscriptions simply because they dislike what they receive.
How to deliver contextualized marketing
Contextualized Marketing is when marketers find the best way to provide the right content at the right time for the right audience. When it is consumed, its meaning and relevance must be clear. An accounting firm might publish content on its website or social media channels offering tax advice from late February to mid-April. This content is relevant.
The accounting firm tracks the date each client had their taxes done in previous years and then sends a reminder two weeks before to remind them that they have a busy tax season. The customer receives a reminder, tip, or discount and is offered personalized advice. The customer clicks on the message, and it is opened at the time they need it.