Creating Content With Context

Content is the foundation of practically every digital activity. High quality, relevant content is a non-negotiable in today’s online world. It’s not only there to engage and educate but can also have a huge impact on your organic visibility in the search engine results pages (SERPs).

But creating content without much thought won’t get you far. The missing piece of the puzzle? Context. Context is what gives your content purpose to the reader.

What do we mean by content?

Content is the material that you share with your audience. It can come in a range of formats, including blog posts, videos, case studies, product descriptions, infographics, audio and photos.

What do we mean by context?

Context is the positioning or storyline of the content. With this in mind, context is what provides value to the reader.

Why is context so important to content?

Quite simply, you can’t have good quality content without context.

Why do you spend time creating and distributing your content? More than likely, it’s in the hope of your audience viewing it and, in the best-case scenario, engaging with your call-to-action.

However, in order to measure the value your content is driving, you need to understand why you’re creating that content in the first place. That’s where context comes in. Context helps you understand the intent behind the content. Before creating content, ask yourself these questions:

• What is the purpose of the content?
• What outcome are you wanting to get out of the content?
• How can you create the content to ensure this outcome happens?

These questions will help you create content with context.

3 tips to create content with context

Context can make a big difference to the success of your content marketing. But it’s important to approach it in the right way…

• Know your audience: The only way of creating content with context is to know your audience. Who are they? What do they need? What are their pain points? Answering questions like these will help you create content that provides a solution to their needs. It’s also important to give some thought to the buying journey your audience is likely to go through, as this will help you craft content for different stages of the funnel. If you’re yet to create buyer personas, this is a good opportunity to do just that.

• Support first, sell second: When writing your content, write to support your readers. Content is there to educate and give value. It should be based on providing a solution to the pain points your customers are experiencing. For example, if you have a complex service offering that your audience is struggling to understand, why not create informational blogs, case studies or videos to clearly demonstrate the value you can provide? Or maybe you want to give your brand awareness a boost. In this case, content that showcases your culture and the history of the brand could work wonders.

• Make it personal: Did you know, 72 percent of customers say they only engage with marketing messages that are personalised? With online competition at an all-time high, it pays to make your content personal. Context helps you do just this. Using automation software and your customer data, you can establish triggers that will provide the right information to the right user at the right time. These dynamic features and personalisation tactics help to make your content even more relevant to the reader. Target groups can be defined by location, device, user behaviour and purchase history. Tailored content created with context and customised landing pages can then be implemented based on these customer insights.

To conclude…

We all know how important content is to your brand. But creating content with context levels up your efforts. Our approach fuses brand with content, creating relevant assets that are sure to keep your audience engaged.