The Other ABC of Marketing: Always Be Contextualizing

What makes your target audience happy with regards to your content? Context. That’s why it’s so important to Always Be Contextualizing. Make the most out of the content you have, by delivering it at the ideal moment, to the right customer!

What is Contextual Marketing?

Delivering the right content, at the right time is the key to making a happy prospect, and turning that happy prospect into a satisfied customer. Delivering your best content, at the right time for your prospect is called contextual marketing, and it can be difficult. How should you know what content they need when?

Ask them.

Ok, that’s an oversimplification. But with the amount of data available to the average marketer today, you can get answers from your prospects without having to ask them directly.

What Your Prospects Need

Your prospects’ behaviors will tell you enough so that you can make the next step. By analyzing where your prospects are spending time, what information they’ve accessed, and where they exit your content, you can (at the very least) develop some effective questions and content to serve up.

Depending on your industry, this could look very different. Following up on items left in an online “shopping cart” is one of the most straightforward ways to do this. But by looking at what pages your prospects are reading, what content they are avoiding, and what other behaviors they engage in on your site, you can learn more than you need to break the ice.

Using a prospect’s own behavior to develop the context of your outreach is the most surefire way to align your content with your prospects needs. Once you can identify the type of buyer (persona), what their needs is, and how far along the journey they are towards selecting a solution, you can deliver that just right content at the perfect moment… and that’s when you create a satisfied customer.

Looking for help contextualizing your content, and delivering it at the ideal moment? Let’s chat about the specifics for you or your business!