Right Time, Right Place, Right Person – Why Context Triumphs In Content
Your signal, namely your business brand, has to shine above the ocean of noise. Let me repeat that, an ocean of the stuff. An extremely tall order.
One of the major problems that hits smaller content creators is the power large companies have over competitive words and topics in any industry.
But you can stand out from them, it just means using context in your content.
It’s hardly fair that these companies have the money, resources and technology to step over smaller business, but when has business competition been fair? You need to think about alternative actions.
Actions that provide you the niche, converting customers by showing up at the right time.
Contextual content does this.
You are drilling down further into the specific information that separates potential customers from everyone else in their business space. It’s making customised content for the long play in growing your customer base, where the rewards are bigger in both quality of people and consistency of incoming business.
Being personal and individual, giving that sense of one-to-one contact with each user or customer distinguishes you from everyone else.
Contextual content can be made, let’s take a look at the work needed. It’s pretty manual to start with, but once the foundations are set it gets much easier to produce.
Knowing who and where they are.
Having a buyer persona blueprint of the people you want to work with helps lay the foundation of the type of content you produce and what value they can take from it.
By knowing the demographics of your prospects – age, gender, sex, profession, current circumstances and key pain points – you can make content that fits into their life and has something they can take away.
The post or article you publish should be delivered at a time the customer really needs it AND have actionable tips to use when they finish reading.
Go to where they hang out online.
Selecting a social media network (or two) depends on the customers you want to work with. Twitter has a good search tool for key topics that customers are talking about. Using keywords in those topics organises the top tweets and people working in that space.
It’s also a great tool for finding and reaching out to influencers in your industry.
You need to remember that influencers won’t share or talk about good content, they’ll only engage with great content. That’s why they are influencers.
Say you wanted to find out what discussions there are on wordpress web design and locate the influencers within that domain. You can type in web design and wordpress into the Twitter search box and it lists the top tweets surrounding those keywords.
Scanning those tweets reveals a decent amount on what content and conversations are taking place around them.
Or using a social media monitoring platform like buzzsumo to track down the biggest influencer is even better. Putting web design and wordpress in the search box, and selecting how far you want to go back (a week, a month or a year), will sort out the most shared content on social media.
Buzzsumo also has the influencer tool where the most known and authoritative figures are provided in the web design industry. Make a list of them, find their twitter handle, follow them and then look through their feeds to see what content is taking off.
LinkedIn is the place for business professionals to interact and it is highly recommended for you to join their LinkedIn groups around your industry areas, where potential customers go to for information.
Once joined, you can use the search box to sift through keywords or keyword phrases that users have been discussing. They can be simple question and answers but there’s also goldmine in the comments left on certain posts that shed light on issues you would never have paid attention to.
For Facebook, the starting point is joining relevant groups. Without this action it can be a barren landscape (and worth no-one’s time). But once inside a group, you get access to a host of people having full and open discussions on finding answers to issues you face.
It’s very informal compared to LinkedIn (and a little abrasive as well) but the ability to start and grow a conversation is second to none.
I’ve chosen the social networks that have the biggest business communities but there are growing ones like Instagram, Snapchat and Periscope which, depending on your target audience, could serve your business well.
Longtail keyword phrase research for long play SEO
Doing a bit of research on your prospects and the type of content they are engaging in can bring up unique keywords and phrases. Find out what your prospects can take away from your content that’s actionable and detailed.
This means remarkable content is made for a specific audience, the niche you are aiming for.
For example, a lawyer might be looking to generate business by helping freelancers draw up air-tight terms and conditions and privacy policies. The pain point of freelancers would be avoiding loopholes with their T&Cs that can be exploited by unruly customers.
The lawyer could write a piece of content on ‘the ten biggest mistakes to avoid in your terms and conditions policy’.
It’s a topic that wouldn’t draw massive traffic when launched but could establish itself as an ongoing resource because of the unique pain point it addresses.
The context of the content if better than whatever else might come up in the search results of a freelancer’s query. And his/her business service can pick up more business conversions by the quality of this content; having more freelancers paying for legal expertise over their work policies.
Evergreen content. The top of the mountain content in any industry. As mentioned above, posts or articles encompassing the full information on a topic still rank and serve an audience months or even years down the line. And they are not easy to do.
The top evergreen content from authoritative writers also gets audited and repurposed when required over a set time period. They do this after assessing what current conversation and innovations have taken place on the topics the content discusses.
In content marketing, because the model evolves every twelve months, the big websites like Moz or Content Marketing Institute review and repurpose their older content to bring it up to speed with current trends.
The changes in SEO, visual content and social media would be a place for repurposing older content.
Content Marketing segmentation
The action of each user on your website or with your content helps with individualising their relationship with you. If they’ve come across your new article on a social media promotion on visual content tools, you can set up your site to cater for topics of similar interest to them.
Customising the experience.
No-one gives over trust in one to two touches. They do it once the security, quality and relevancy boxes are ticked. And ticked several times over.
Having a good CRM software system helps tailor your content marketing and interaction with each customer. And small businesses aren’t left out in the cold for quality CRM platforms like Salesforce and Insightly.
The actions taken through your website by users, and the CRM system giving out educated guesses in line with what pages or posts they are viewing, personalise the relationship.
For example, email marketing systems do this all the time. People subscribing to a blog or requesting an eBook download become part of a unique email list which specific content is delivered to. Emails are weirdly more personal than social media.
Emails are an electronic agreement between two people on something of quality being given over, either as a one-off or a weekly basis.
The responsibility rests on you as the content provider to give them what you offered. But the offer should be above and beyond to win them over.
You can share as much relevant content you’ve got on topics they’ve engaged in, ask them questions through surveys on challenges they face in business, and promote offers for your services that will benefit them.
Does this mean a consistent barrage of contact with the user? Of course not.
I’d call it being fair and polite with your interaction. You keep in touch to be there as a trusted source and further down the journey put forward offers that hit challenges they need answers to.
Context in your content gives you an edge over your competition simply by being one to one and customised. Content marketing is about relationship building. And context in your content initiates solid foundations for the long-haul business relationship.
You keep fulfilling the customer’s wants and needs on what they’re after, and they put their trust into you and the stuff you’re providing.
It’s a tailored connection, and beneficial to everyone involved.
What kind of contextual content marketing do you employ for your business? What has been the strengths and weaknesses you’ve found while using it?