Both content and context marketing are an integral part of Inbound Marketing. Let’s start by explaining both.
Context Marketing is all about delivering the right content, in the right format, to the right people, at the right time. This will create a closer relationship and a more personalized, relevant experience to your target audience by taking what you already know or what they want to know and using it to engage and advance a visitor into a buyer.
We already know online retailers like Amazon and Overstock do an amazing job of this when a visitor makes their way through the buyer’s journey.
- You receive email reminders once you visited and left items in your cart
- You get suggestions of top-selling products in your category
- You get new item notifications sent to your email
- You find email reminders in your inbox of items you’ve already clicked on
This all begins with knowledge from your buyer persona. Without that, you wouldn’t know if your audience prefers email notifications, suggestions and so forth.
So let’s finally get to Content Marketing. The Content Marketing Institute describes content marketing as a technique of creating and distributing valuable, relevant and consistent content. In essence, this valuable content comes in the form of infographics, blog posts, guides and ebooks. But with a key ingredient: relevance.
Content in any shape or form needs to be relevant to your audience. Does it pique their interests? Cover their concerns? Provide them with an expanded knowledge base? Then it’s good content. Combine that with context marketing and you have great, relevant content that does the heavy lifting for you.