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ConTEXT Marketing Matters. Here’s How to Incorporate It.


Content marketing is a powerful force. It brings in around three times as many leads as traditional marketing, but costs about 60 percent less. It’s safe to say marketers have caught on to its importance. Yet, once upon a time content marketing did not get as much love… Now, context marketing has found itself in a similar situation.

Whether you know what context marketing is or not, I’m willing to bet that you’ve dabbled in it in some way— or at least have wanted to. Context marketing is essentially delivering the right content, to the right people, at the right time.

In every industry, those who excel at marketing are the ones who leverage the context of their audience, leads, and customers. These marketers may know what kind of content their leads prefer, what industries they work in, and through which channels they prefer to consume content.

The basic idea behind context marketing is to use what you know about your contacts to provide targeted, relevant, and personalized marketing. So, why is this important?

1) Understanding your contacts with help you create relevant, personalized content that people want to engage with— not unsubscribe from.

2) Very targeted marketing, the type that appeals directly to a customers point of need, is likely to perform better— saving you time and money in the long run.

We know context marketing is important, now, how do we incorporate it?

1) Dynamic calls-to-action will greatly strengthen your lead conversion rates. Not everyone who reads a case study is ready to speak to a salesperson, but it’s important not to scare these people away with a CTA that is too pushy. By incorporating dynamic CTAs that adjust depending on a visitors stage in the sales cycle (for instance), you won’t risk overwhelming potential leads.

2) Your email database also needs to be smart. To start with, it should be segmented into targeted lists. These lists should be smart enough to know when to pull in a contact based on relevant information.

3) To turn it up yet another notch, you must incorporate smart forms— landing page forms that fill in form fields for people. Thus, your leads spend less time filling in “First Name” and “Last Name” and more time giving you new, viable information.