From Content to Context:or, How to Do the Marketing Tango

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Why Context

Context Boo:

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Context Hooray:

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What is Context?

1. The critical differences between the various segments of your market.

2. The phase your relationship is at with each individual in those segments.

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Creating Segments

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1. Determine who your personas are. Start by asking, “What are the meaningful distinctions between my different customers?”

2. Gather the data that will tell you which persona best describes each new lead on your website. Touch points for this data include:- Specific pages viewed- Forms filled out- Answers on those forms (e.g. geography, job title, biz size)- Items purchased- Offline conversations with sales and/or support- Emails clicked

Exercise:• Develop two different personas for your business, based on the

distinctions above.

Relationship

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• Where is someone at in the buying journey with you?A simple framework for this could be:• Awareness• Evaluation• Purchase

Let’s Build the Content/Context Matrix!

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Awareness Evaluation Purchase

(Persona 1) (Persona 2)

What Content Can You Contextualize?

• Email (easy)• Offers (easy)• Smart forms on your offers (advanced)• Blog posts (easy) Note: Search engines will make the

contextual match based on what the searcher typed.• Web page content (advanced) e.g. CTAs, dynamic

pages, requires special software• Adwords (easy)• Retargeted ads (medium)• Mobile friendly site (medium)

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Let’s Take it Across the Line

Exercise: Go back to your matrix and create ideas for personalized content for both of your personas, at each stage of the buying cycle.

Use the completed matrix to guide your future content creation.