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Content for Context

By Tatiana Ceresa

If you are reading this, you are probably like me, constantly monitoring blogs, online news publications, and social media conversations to remain informed and stay up-to-date with the dialogue. Doing so, you have seen countless articles that emphasize the importance of content, content, and more content. But really, at this point we don’t need more of the same, over-published content. Let’s look at a few ways your business can stay ahead of the game.

In today’s media environment, every company is a media company. As businesses develop their online presence, they realize the power of content. They strive to be at the top of Google’s organic search, cumulate 15 thousand followers, and push content out like a machine, but this may not be the way to go. Of course we all know how powerful content can be, but it is important to realize that quality is always more important than quantity.

So, with the plethora of content available on virtually every topic, how will you make yours stand out? First off, the most important rule for creating new content is to make it contextual. Not just in terms of the news, such as the Olympics, or holidays, but specifically contextual for your niche audience. The deeper you delve into understanding what your customers want and have previously enjoyed reading, the better able you are to create new and interesting content.

What is the result of context marketing? Simply put, it empowers your customers and encourages them to engage with your brand. Relevant and contextual content will not only excite them, but also trigger the power of sharing. Therefore, well thought out, context based content will increase your online presence and boost your reputation as a thought leader.

Here are a few tips to keep your content contextual:  

  1. Listen: I cannot emphasize this enough. You should be monitoring what your customers are saying every day on social media sites, forums, and blog posts. The more you listen, the more insight you will gain into what your customers want right now.
  2. Real-time: We are in an age of real-time communication, and if you are scheduling content for next month then you are probably not being contextual. In this fast moving environment, you must take what your customers are asking for or what they like and expand upon those topics in real-time via social media and your blog.
  3. Don’t be selfish: People care about themselves, not about you. So, what does this mean? You need to explain to your customers and potential buyers how you can help them solve a particular problem. Instead of advertising your product or service through promotional content, you should be connecting with your customers through storytelling that demonstrates your care for them. 

Contextual content makes all the difference when asking for engagement with your fans and followers. Stay tuned for our next blog post on creating buyer personas. Creating buyer personas help you paint a picture of who is out there listening to you, so that you can share content that speaks to them!

Happy content writing! 

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