06 May Is context the Anne Boleyn of content marketing?
Unless you have been in a digital dungeon for the past few years, you will be no doubt familiar with the concept of content marketing. Put simply, content marketing is the technique of creating and distributing valuable, relevant and consistent content with the goal of reaching a clearly defined audience, for the purpose either attracting, retaining or driving customer action and engagement.
For those in marketing and digital agency land, you’d have a weak liver if you created a drinking game based on how times you’ve heard the phrase, “content is king.” All too often however organisations only focus their content marketing efforts on two of the key pillars of content strategy:
- Delivering the most valuable content; and
- Targetting the right audiences
The third pillar, the delivery of that content at the right moment, or context, if often sacrificed in order to meet the first two objectives, bringing us to the question, “is context the Anne Boleyn of content marketing?”
In many cases the answer to that question is yes, but it doesn’t need to be.
Placing context at the centre of your content marketing efforts is critical to ensure that your audience has a personalised experience with your brand. Your efforts will be amplified because you are giving your targets the most relevant information that they need to know, at the right time.
For example, Acme Industries sells widgets, and I’m looking to buy a widget. I’ve searched online using Google for widgets and found the Acme Industries website. After browsing for a while contextual ads begin appearing on my social media properties, prompting me to visit the Acme Industries Facebook page where I read peer reviews about the widget I’d like to buy. But I’m not ready to purchase yet! Acme Industries sees that it is my birthday in a few days, so waits and emails me a special offer on the widget that I’ve been looking at with free gift wrapping and shipping. I promptly click on the email link and purchase the widget.
It sounds simple, but so many organisations fail to realise the importance of context, and spam their audiences with content, that whilst relevant and targeted, lacks any form of contextual consideration.
As technology evolves and more people search and shop from mobile devices, context will only continue to be more and more important when planning content marketing campaigns.
So the message for marketers and digital strategists is clear, if you’re planning a content marketing campaign, don’t ignore the importance of context, or you may end up with your own head on the chopping block.