- Rato Communications Team
Content is king but context triumphs like a Queen
Although Bill Gates foresaw the value of content two decades ago, we now need to look at the prediction through a broader lens as the volume of content increases at an astounding rate. The internet is now fueled by content, it is what shapes opinions and builds brands.
We all consume content regularly, whether in the form of images, videos, podcasts, text, or infographics. However, the availability of too much content is dwindling its value to the business objective.
So, the question arises - How can a company ensure that its content (including marketing communications) stands out from its competition and connects with the target audience effectively?
For long, content marketers have been banking on the "Three Rs"—reaching the right person with the right message at the right time - to accomplish their goal.
Deep diving into the realities of today, we need to realize that we require a renewed approach of the 4th R i.e. “Right Context” to improve the communication paradigm. This will give a new dimension to customer awareness and the brand’s capacity to maximize relevance and personalize content. It will address the specific challenges and interest points of the consumers.
The information age's overabundance of content has made audiences immune to much of what they view, making them effectively tune out content that does not immediately appeal to them. Consider the WhatsApp group, for instance, whose constant notifications make you turn it off to maintain your sanity and productivity.
People are less willing to focus on a brand's unique content for a longer period as various other things are vying for their attention. According to research, internet viewers are only willing to pay attention for a maximum of 10 seconds at a time.
Given these dynamics, how does one then ensure a successful content strategy for their business? Here are a few pointers to help you with it.
Understand the Audience
The fact that each brand thoroughly recognizes its target demographic is the most crucial aspect of real-world marketing initiatives. Businesses have spent a lot of time considering what their customers are thinking. However, now is the moment to create thorough profiles and samples of the target audience, if they don't already have the same.
Take into account their challenges and pain points
The goal of context marketing is to simplify and increase the understanding of the customer journey. Brands need to find out where and why customers get stuck in the sales process and harness the knowledge to assist them in overcoming these challenges.
Produce Backing Content
The content strategy should be built on the challenges faced by the customers. Brands should consider producing case studies, educational articles, or explainer videos to showcase how their solutions meet the needs of the customers. They can create product sheets with specifications for each of the goods or services to help customers choose what is best for them. Additionally, they can also create introduction content, such as an "about us" video, if one of the goals is brand awareness.
Use dynamic features or personalization tags
The marketing automation tools and CRM (Customer relationship management) information will be useful in this situation for the brands. Whenever feasible, context marketing must focus on personalizing experiences and creating triggers that will alert the audience to the most pertinent information at the ideal time.
This kind of context supports brands to be significantly more relevant and helpful to the consumer by anticipating their needs, wants, and expectations. From the perspective of the customer, context marketing provides helpful communication about a company’s product, service, educational content, or deals that are needed at that particular moment. The process increases the consumer value of a brand's offering, which is essential in elevating its share of voice beyond the competitors
There is no doubt that it takes effort to create a community and connections. It requires sincerity, and more so than the content, this is shown by the context.
To engage the target audience, brands need content but to convert them into a loyal audience they need context. This most likely helps brands to grab attention, and convert the target audience into a customer. If content pulls the customers into the marketing funnel, context pushes them toward the sale. Without context, the intent, message, or call to action will lose its meaning.