There is no doubt that 2012 was the year of content marketing.
From B2B to B2C, large companies to small, content was front and center in marketing strategy meetings all over the globe. These companies realized the value of content and the tremendous results it can generate. However, content strategy is still relatively new to the business world and has a lot of room left to grow. What will the next step be? Context marketing.
If you’ve been keeping up with marketing news lately, you’ve probably heard the term “Context Marketing” used more than once. Unlike many marketing buzzwords, the definition of context marketing is pretty straight forward. Context marketing is a strategy that involves tailoring marketing content and messages to a particular context. In other words, delivering the right message, to the right people, at the right time.
You can see how using context marketing to distribute content can have a huge impact. You are no longer blindly sharing content to the masses and hoping for the best. You are now providing the right content at the exact moment that a prospect is looking for it.
If you feel like you don’t have enough resources to put a strategy like this in place, fear not. Marketing automation makes context marketing possible today. Here are three technologies powering this marketing strategy:
Dynamic Page Content
Dynamic content is information or images on a page that can be tailored based on the data a company has collected about a visitor. For example, if you know the company size of a specific prospect is fairly small, you can customize pricing options to highlight your cheaper plans when they visit your pricing page. Pretty cool, right? Making full use of dynamic content can make touch points with your brand feel like a 1-to-1 interaction tailored to your audience, and can make your products or services seem like a perfect match for each visitor.
Forms can be a pain for companies and prospects alike, especially if a prospect has already completed one on your site. Your audience hates providing the same information twice and businesses hate wasting a conversion opportunity by collecting redundant information. Progressive profiling fixes this by tailoring form fields based on information the prospect has already provided. If they have already provided their email and company name on a previous form, you can ask them for their industry or company size instead. It’s a win-win!
Drip nurturing emails are one of the earliest examples of context marketing and one of the strongest examples of the strategy’s success. Marketers are able to provide relevant information based on user action or a given timeframe. This means that drip nurturing emails are hyper-relevant and ultra-timely.
What do you think about the context marketing trend? How are you using it in your own marketing efforts? We’d love to hear from you in the comments!