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5 Steps for Implementing a Contextual Content Marketing Strategy - YouTube
Channel: Neighbourhood
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Have you ever found yourself scrolling
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through your inbox loaded
with marketing emails?
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I think we all have. Irrelevant product
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offers, flash sales newsletters
and endlessly boring feedback forms.
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And it's not just email marketing.
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People are now exposed to over 5000
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marketing messages per day and nine
hundred percent increase from the 1970s.
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More and more businesses are producing
digital marketing content through social
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media, online blogs, podcasts and videos,
making it extremely difficult for brands
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to cut through the clutter and have their
voices heard. Not to mention our time
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poor lifestyles,
and ever-shrinking attention spans
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which don't help the cause
for content marketers.
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So with all of these factors against us,
how are content creators supposed to make
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their marketing messages
stand out from the crowd?
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To answer this question,
it's important to consider what consumers
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crave regarding the content that they
consume; that is content directed towards
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them and highly relevant and helpful
to their personal situation.
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Because of these preferences,
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prospects tend to favour brands
who communicate based on a personalised
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matter and provide the most valuable
content that meets their individual needs.
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And that's where contextual
content marketing comes into play.
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Hey, guys, it's Jack here
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from Neighbourhood, where we help
brands find cell and keep their people.
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So what is contextual content marketing?
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Essentially, contextual content marketing
is all about delivering the optimal
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content to the right customer
at the right moment.
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It's all about relevance
and personalisation.
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For example, a clothing company having
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an end of season sale may choose
to advertise different discounted items
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to different groups of contacts
in an email campaign based on their
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demographic characteristics
and past purchase behaviour.
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A strategy like this would be much more
effective than simply sending every
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contact the same catalogue
of discounted items.
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It's a no brainer.
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Executing contextual marketing
successfully relies upon five key aspects:
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customer data,
target audience segmentation, timing,
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tone of voice and the optimal
delivery channels.
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Now let's look at the steps to forming
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a contextual marketing
campaign from start to finish.
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Firstly, establish
customer data collection.
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While executing contextual marketing
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doesn't require an enormous investment,
it is essential to have the right data
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to develop the context
for your communications.
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To do this, you must set up customer data
collection through a customer relationship
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management or CRM tool,
of which there are stacks of options even
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for those who are a little
tight with their money.
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CRM software is basically a tool
that allows businesses to better store,
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organise and access,
often large amounts of customer data.
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And given we've established that customer
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data is the backbone to any successful
contextual marketing strategy.
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You can see why they're
pretty handy to have.
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Next up, buyer personas
and buyer's journey segmentation.
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Once customer data has been aggregated
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buyer personas, a fictional representation of
business's ideal customer can be created.
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Doing this will allow you to classify your
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contacts and determine the type of content
and the delivery platform,
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which would best allow you to reach them
and achieve the highest conversion rate.
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Segmenting via buyer's journey
stage's is also super important.
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For instance, an informational blog post
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probably wouldn't suit the context
of someone in the decision
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stage of the buyer's journey, who's
ready to make that purchase.
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Similarly, a product demonstration
wouldn't be overly appealing to those
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in the awareness stage who need to first
be informed of who your business is
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and what solution you provide
to address their challenges.
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Third, timing.
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So you've just woken up at your usual
time before work on a Friday morning.
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You pick up your phone,
jump onto your favourite social platform
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and come across
an advertisement for Domino's.
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Undoubtedly you scroll straight past,
barely noticing the ad because the last
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thing on your mind at 6:30 in the morning is pizza.
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But what if you saw that advertisement
that same evening on the train home after
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a long day at work, you're hungry, you're
tired, you can't be bothered to cook.
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So you give in, click on the advertisement
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and order pizza to be delivered
when you arrive home.
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Now, that's delivering content
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to the right person at the right time.
Utilising timing in a similar fashion,
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the crew here at Neighbourhood implemented
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a Facebook ad strategy around the New Year
for one of our clients Enable College.
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The timing for the campaign,
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entitled Start the New Year
with a New Career,
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was pivotal to its success as it aligned
people with the changes people were
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looking to make in their
lives come January 1st.
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If you enjoy this video,
be sure to subscribe and leave it like
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and if you're on YouTube,
be sure to hit that bell,
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so you stay up to date with all of our
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latest videos delivered
every week to your inbox.
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Next, tone of voice.
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To create contextually relevant content,
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you must speak to your buyer personas
in a way that will resonate with them.
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Ask yourself, who am I talking to?
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If you're reaching business people via
LinkedIn in a professional context,
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you might consider communicating
in a more formal tone.
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Alternatively,
if you're an owner of a quirky caf茅,
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you'd be better suited to humanising your
brand by using colloquialisms and letting
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your unique brand personality
shine through your content.
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Now let's talk delivery channel.
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And now for the final step of implementing
a top notch contextual marketing strategy,
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choosing the right digital
channels to deliver your content.
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Looking at your buyer personas,
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you must determine the channels the target
audience are most engaged with.
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It's also important to remember that not
everyone consumes content in the same way,
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so you can repurpose material
into different content formats.
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Applying this concept to create unique
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pieces of content, you might write a blog
post on your website,
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summarise the blog in an info graphic
to be posted on Instagram and use the blog
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as your basis for a video
on your YouTube channel.
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So that's contextual content
marketing in a nutshell.
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By following these five steps to create
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personalised contextual content without
going overboard and making your target
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audience feel like you're stalking them,
you'll be well on your way to cutting
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through the clutter to increase your
return on investment and grow conversions.
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If you found this video helpful,
then feel free to share it with someone
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you know that needs a hand
with contextual content marketing.
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You can also subscribe to our blog where
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you'll find a bunch more tools,
tips and templates to Help you Find Sell &
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Keep your people,
just like Neighbourhood does.
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So that's it for me.
Happy marketing.
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