When you put a noun in front of “marketing,” you get a new trend, #RockHot topic and buzzword. I’ve said that in a blog post or two. It was bound to happen sooner or later – content marketing is being dethroned. Instead of content, insert “consumer.”
Consumer is king and content is queen.
We bloggers and content marketers are the royal subjects to none other than the king. In this case, that’s the consumer, our community, our followers, engagers, lurkers, subscribers, and readers.
It is our inherent duty to deliver relevant and remarkable content our king can use. When a consumer shares and comments on the content you create, then you’ve done your duty. You can remain in the monarchy.
I bet you’ve gotten bored with the “content is king” mantra, too. So, it was no surprise that “context” has become the latest trend on the ‘sphere.
What Is Context Marketing?
I am a HubSpot user; aiming for that digital marketing certificate to put a label on my educational investment this year. When you do inbound marketing, you first must know your buyer persona. Who is most likely to purchase your services or product? What are the demographics around them?
With that knowledge, you begin to feed appropriate content that matters to your prospects. Give them what they need at their doorstep.
• Use RSS feeds to deliver relevant blog posts.
• Build your email marketing list and develop solid content in newsletters.
• Engage at a higher level with even higher level professional content.
• Become the authority for your audience with remarkability.
You’re likely already doing context marketing. Now, you just need to be aware of its cognitive definition.
Give consumers what they need, in the best place at the right time.
You know, https://dannybrown.me/2012/08/21/content-marketing/ at the end of the day. We put buzzwords in, because that’s sadly what businesses understand and consultants thrive on. But no matter what noun or word you put in front of marketing, it’s just that, plain and simple.
And any marketer that hasn’t been using context in all they do already isn’t a marketer.
Danny Brown Totally and fully agree. It’s so silly to keep renaming what we do, Danny. Thanks for coming by!
Soulati | Hybrid PR Look out for a pingback coming your way soon. 😉
We’re not much for buzzwords but think that choice of words matter.
Hubspot coined inbound, and now, Content optimization system …. both new terms for the marketers lexicon
iCopyright While Brian Hannigan may have coined it, Seth Godin defined it in Permission Marketing 5 years prior.
Context Marketing is not just a buzzword, I strongly disagree. From a technical standpoint at lot has changed and a lot will change. We’re now able to distribute ads to specific TV sets in individual households. We now know where people are and what habits, attitudes, opinions they have in a specific situation, so that we can deliver ads in real-time to an individual. That hasn’t been possible a few years ago. It’s a complete new challenge and adserver technology has just started to address these issues of much more targeted messages. Costs for contextual ads will rise, because you have to modify the vehicle to be appropriate to the situation, not only the media context. – Context Marketing is needed because the brand managers were asking questions which had to be addressed.