You’ve probably heard this one from Gary Vaynerchuk before. Great content is predicated on context more than ever before, and we’re here to make sure you have an understanding and tools necessary to execute on that.
The technology and tools we use change fast and as fast as the technology changes, so too are our target customers’ content preferences. They’re getting really, really good at blocking out content that isn’t relevant and compelling to them, content they deem “advertising” no matter what format you deliver it in.
So how on earth are we supposed to deliver a compelling message?
The answer is by creating remarkable, engaging content that your target buyers want to consume, that helps them answer their questions and challenges they face in their daily lives and work.
If content pulls your target audience into your sales funnel, then context pulls them through the funnel to the point of sale. How well you deliver a truly personalized experience a potential customer will love depends on how good you’re at contextualizing your customer journey.
Here are 3 tips that will help you to improve context and thus, your content.
1. Customize the content for each platform and audience type.
First step is to understand each marketing platform and what are the reasons why customers use each one of them. The difference between LinkedIn and Facebook is a great example here: LinkedIn is more of a business platform with a purpose of business networking and job seeking, while Facebook is more of an entertaining channel used for interaction with friends.
While the same people could use both platforms, their behavior, expectations and purpose of using them differs completely when they switch from one platform to another. So should your marketing messaging. You need to strategize around the psychology and the platform itself.
Every element of a prospect’s interaction with you – every email, every social interaction, every page visit on your site, every form they have completed – must be in a single repository.
Secondly, you need to understand that there are different types of users’ profiles on each platform. So once you understand the purpose of the platform, next step is to understand different groups of users.
For example, will the 40-year old married woman use the Facebook in the same way as a 20-year old student? Will they look for the same type of content, like same pages and click on the same ads? They will certainly not. Get to know the preferences and behavior of each audience and then make sure your content resonates to them in an effective way.
2. Provide value to the customer experience, don’t interrupt it with selling!
If you’re truly making good content, and taking into account the context in which that content will be consumed, it won’t interrupt a consumer. If someone is trying to watch a video, the last thing they want is to sit through an ad and wait to see what they really wanted to see because of something you forced them to watch.
For example, if a customer clicked through your blog post, let them read it until the end and place the subtle call-to-action in the end if they’re interested to subscribe to get regular updates or to buy your service. Do not interrupt their reading with an aggressive pop-up that will block the blog post until they subscribe.
The context in which the consumer experiences your product for the first time matters so much. Do not roadblock them; bring them value.
3. Ensure brand consistency.
Last but certainly not least, understand in what context your brand has relevance to your customers. Your brand awareness needs to be consistent and send a uniform message across all media, otherwise, customers will not trust you.
Every single tweet, every comment you leave, every post, every image you make becomes part of your brand. Every time you post, you need to be laddering it back to your brand’s goals. Your core story needs to be consistent and your personality needs to be constant too. Doing this sets up a larger narrative, the broad context, for your content to succeed and have a clear message.
Most of us are not using content marketing correctly, so don’t get discouraged. To improve this, you need to start off with “listening” to your customers. Understand whether your prospects are reacting, sharing, and clicking through on the links you share. Analyze your web, email and social media interactions.
By understanding whether your contacts and prospects are actually reacting and interacting with you, you’ll know if you have hit the content nail on the head. If you still haven’t, you need to take a step back and get to know them better to be able to improve your content and start providing value.
If you need help with your video marketing strategy, contact us for a FREE consultation at (727) 483-0348.