{"id":2705,"date":"2016-05-24T15:07:36","date_gmt":"2016-05-24T20:07:36","guid":{"rendered":"http:\/\/teamprojectmayhem.com\/blog\/?p=2705"},"modified":"2016-05-24T15:07:36","modified_gmt":"2016-05-24T20:07:36","slug":"putting-content-context","status":"publish","type":"post","link":"http:\/\/teamprojectmayhem.com\/blog\/putting-content-context\/","title":{"rendered":"Putting Your Content Into Context"},"content":{"rendered":"

What is the difference between a good content marketing strategy and a great content marketing strategy? What is it that makes that crucial difference between content that gets attention and content that actually helps boost sales to another level?<\/p>\n

One word: context.<\/p>\n

Buyers have different needs at different points in their journey as they go from realizing they need something to making the decision to actually buy it. Keeping these needs in mind and tailoring content to fit into the context of what buyers need at various stages along their journey can boost the effectiveness of content marketing tremendously.<\/p>\n

The Visitor<\/strong><\/h3>\n

The visitor is someone who\u2019s just found your site, or at least some piece of content you\u2019ve produced and put out on another site. The visitor is browsing through web pages looking for ways to educate himself. The visitor has realized there is something he will need to buy, but he\u2019s not exactly sure what he\u2019s going to do about that yet.<\/p>\n

Content presented to the visitor needs to be put together with the context of education in mind. At this point the potential buyer is looking for information that will help him to make an informed decision about his needs in the future.<\/p>\n

The content the visitor finds the most useful will make the company appear friendly, authoritative and willing to help. He wants to see information from an expert about the upcoming decision he\u2019ll have to make. He doesn\u2019t want sales pitches, he wants an education from a trustworthy source.<\/p>\n

The Lead<\/strong><\/h3>\n

Having gathered some information, and now feeling more confident about making his upcoming decision, the visitor transforms into the lead. The lead is now aware of what<\/em> he wants to buy, but he\u2019s still not sure exactly who<\/em> he wants to buy it from.<\/p>\n

Content presented to the lead needs to consider the context of building trust and credibility. Some educational materials that were helpful with the visitor will still have some pull here, but the overall focus shifts from discussing problems and solutions to establishing why your company offers the best solution.<\/p>\n

The lead is still looking for education, but what he wants to be educated about has changed slightly. Things like product, service or price comparisons and case studies can show off advantages that your company offers and build credibility. Strong sales pitches at this point can backfire and send the lead off in another direction. The lead wants to make his own decision, he doesn\u2019t want to feel like he\u2019s being pushed into one.<\/p>\n

The Buyer<\/strong><\/h3>\n

Now reaching the end of his journey, the lead morphs into the buyer. The buyer wants confirmation from his trusted source about his decision.<\/p>\n

Content presented to the buyer should consider the context of closing the sale. Materials at this stage should confirm the buyer\u2019s good decision and make the final process of making the purchase as easy as possible. Information that gives the buyer strong reasons why your product or service is the best choice will work well. Direct routes to making the purchase or reaching a salesperson should be clearly visible and emphasized.<\/p>\n

Putting It All Together<\/strong><\/h3>\n

In general, you\u2019ll want to create as much content as you can come up with for \u201cThe Visitor\u201d, in order to cast as wide a net as possible. This content should nudge the willing into a slightly smaller and more specific pool of information designed for \u201cThe Lead\u201d. Their content will in turn drive potential customers into the smaller and more finely tuned pool of pages set up for \u201cThe Buyer\u201d.<\/p>\n

Depending on your particular product or service, you might be able to divide things up into more stages. Don\u2019t be afraid to step into your customer\u2019s shoes and take the journey yourself. Nothing will help you understand better what your potential customers need than looking at things through their eyes.<\/p>\n","protected":false},"excerpt":{"rendered":"

What is the difference between a good content marketing strategy and a great content marketing strategy? What is it that makes that crucial difference between content that gets attention and content that actually helps boost sales to another level? One word: context.<\/p>\n","protected":false},"author":43,"featured_media":2708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[5],"tags":[],"class_list":["post-2705","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-training"],"jetpack_publicize_connections":[],"yoast_head":"\nPutting Your Content Into Context - Team Project Mayhem<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/teamprojectmayhem.com\/blog\/putting-content-context\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Putting Your Content Into Context - Team Project Mayhem\" \/>\n<meta property=\"og:description\" content=\"What is the difference between a good content marketing strategy and a great content marketing strategy? 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