April 1, 2016
Words say lots of stuff and people don’t always pay attention – but when they do, you better hope your words hit home. There is a difference between saying something that holds meaning and just throwing out big, fancy power words that look pretty but hold no real value.
Think about websites from those big name companies. How many of them have page after page of scrolling copy. It’s easy to get a little overwhelmed. After all, that’s a lot of information, right? They must really know what they’re doing. Not so fast. It’s really easy to mistake “a lot of information” for relevant information in the right time at the right place.
But what is the difference between content and context?
The ‘How’ and the ‘What’ of words
Content marketing is simple. It’s the “what you’re looking for” of advertising. It’s an offer. A Deal. This is what we are, this is what we do. It’s the old school way of thinking. Sure, it still works, but is it as effective as it once was? Your customers are a lot smarter than they used to be.
Context marketing plays into developing a relationship with your target audience. It’s more about finding out why your audience is looking for what they’re looking for and playing into that need for relevance and fitting your brand into their lifestyle.
Timing is everything
Of course, the key to driving the right context to your audience is all about developing the right content to be delivered to the right demographic at the perfect moment. Context marketing provides a more honest and personal experience for your customers.
We like to think of ourselves as behavioral scientists in the marketing world. Our job is to think how your customers are going to think before they realized they want or need your product. It’s understanding this behavioral aspect and adapting to that thought process, which takes your content marketing to context marketing.