Contextually Aware Content Marketing
MIND THE HOLES
We don’t design a few collateral pieces and invoice you.
We deliver multi-medium content marketing campaigns ranging from videos, infographics, and interactives empowered by contextuality. The contextuality understands the target audience’s pain points and how content will power engagement (whether email, social, or paid search) and align to strategy-driving goals (from branding, lead gen, nurture, etc.). Simply put, we build content that powers marketing to move the needle rapidly. The difference is retiring “spray and pray” in favor of “sniper headshots.”
THE POWER OF CONTEXTUALITY
Beyond the usual content marketing. An approach that is driven by behavioral and competitive data, which is mapped to defined touch points. A way that is governed by strategy rather than luck. An approach measured by ROI-centric metrics along KPI paths rather than just “hope.”
Contextuality causes high conversion rates of your content, better engagements of your nurture streams, and maximizes your valuable investment.
See quick video on the power of contextual marketing
Contextualized to the Target Audience
- Trust – Content purposed to win the trust of the target audience.
- Role – A content strategy based on where they fit in the buying decision and role.
- Vantage Point – Content that is tailored to their specific pain point.
- And More.
Generic content marketing fails because it always lays the burden of contextualizing content on the end-user. The B2B target audience rarely has the personal emotional triggers in a work product that they will build that bridge for your content marketing.
Instead, your content needs to know, understand, and navigate that connection with your target audience and brand.
Value Delivered:
- Targeted content marketing programs that save money, time, and accounts.
- Increase the ROI of marketing programs and development resources.
- Depth of situational awareness of prospect needs leads to faster conversions.
Contextualized to Channels of Engagement
- Behavior – Content that caters to the target audience and their channel preferences.
- Medium – Content in the preferred medium of consumption by your prospects.
- Channel – Content development informed by channel attribution models for impact.
- Innovation – Contextuality builds on the inherent strength of channels for engagement.
- And More.
Habit is a brick wall. It is more profitable to contour marketing campaigns to the behaviors and preferences of prospects rather than the other way around. We agree that not all channels and mediums of engagement should be approached with the same content strategy.
Cookie cutters are suitable for cookies but not enterprise marketing.
How your target audience consumes trusted content (whitepapers, video, infographics, etc.) combined with what channels they trust (industry publications, trusted speakers, podcast topics, etc.) when acquiring subject matter expertise defines the scope of your content marketing strategy.
Value Delivered
- Speed to Trust – Impactful content programs built for where their trust lives.
- Segmented channel strategy with bespoke metrics and tactics means higher ROI.
- Content marketing deliverables designed for specific channel engagement.
- Better content planning with clear goals of deliverables for particular channels.
Contextualized to Their Pain Points
- Content aligned to the priorities of the target audience.
- Content that has situational awareness of the addressable pain points.
- Content that speaks to builds trust about and solves specific pain points.
- And More.
Situational awareness and a value-added mindset make you a trusted source of knowledge and relief.
A B2B “Pain Point” is one of the most complex targets to address with content marketing.
Generic messaging without understanding “when” the “who” needs to know “what” will always be a missed opportunity. We fix that by correctly filling all the blanks in the equation to yield engagements.
We offer an intelligent investment in content marketing. We build a content marketing program that incorporates audience priorities, and situational considerations to deliver with value-added content.
Value Delivered:
- Impactful content marketing generates engagement because of contextual consideration of prospect needs.
- Executing engagement cycles based on pain points and needs of personas.
- Building high-impact content deliverables like videos, animations, interactives, and more. That has the data on pain points baked into them.
Contextualized to the Buyer Journey
- Speed – Content that contours to the fluctuations in the buyer journey for faster conversion.
- Trust Building – We generate content that generates trust in your brand.
- Vital Data – Content that collects, learns, and uses behavior data to improve funnel paths for conversion.
- And More.
The buyer journey is a carefully choreographed progression that rarely acts in a linear fashion. So, the engagement strategy must account for the stales, direction refinements, and even temporary abandonments.
The classic “emotional triggers,” a mainstay of consumer marketing, are almost non-existent in enterprise marketing. Because the buyer rarely has an emotional affinity to something like a multi-functional printer hardware contract or a security token solution. Instead, the buyer journey needs to be focused on relieving the other triggers present in the enterprise marketing paradigm.
The contextuality in the buyer journey is essential to success in lead conversions because the context of the enterprise paradigm contours the buyer journey.
Value Delivered:
- Content that is more robust against the fluctuations of the buyer journey.
- Smart use of data and incorporating learnings to constantly improve the buyer journey.
- Content contoured to the specific stages and pain points within the buyer journey.
A BETTER WAY
There is a better way. A way that is driven by behavioral and competitive data, which is mapped to purposeful touch point outcomes and aligned to segmented pain points. A way that is governed by strategy rather than coincidence. A way that is measured by ROI-centric metrics along KPI paths rather than just aesthetics and the immeasurable.
INDUSTRIES SERVED
Whether you are a product company, a professional services company, or a non-profit/member based association, we can supercharge your marketing programs with innovative data driven programs designed to give you the winning edge.
TOP USE CASES
STARTUP MARKETING
OWN THE JUNGLE
Innovate, out-maneuver, and out-deliver — outside the box. Starting a new business is both exciting and daunting. The path to entering a complex B2B market with your offering can be riddled with mines, traps, and hurdles. Our expertise is to expertly navigate the challenges of startup marketing.
ESCAPE THE PLATEAU
THOUGHT LEADERSHIP ASCENSION
MARKETING AUDIT
IN DATA WE TRUST
Gut feelings are good, intuition is nice, but data is pure. Nothing unifies a company behind reality like actual data. Whether it’s data caused by the actions of your company, your competitors, or the market in general. Let’s lift the subjective lens and provides invaluable actions for success.
Be Unstoppable
Marketing can be the data driven, lead pumping heart of your business. Lets talk about how we can exceed your expectations.
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