Good Content Can’t Exist Without Context: Understanding Your Customer’s Situation

Have you ever been around someone who talks in his sleep? What he’s saying doesn’t make any sense — there’s no context. And without understanding what’s going on in his dreams, that innocent comment about an ax or the man in the room becomes downright scary. The context of the target audience is just as important when it comes to creation of content—without it, even the most expertly crafted blog gets lost in a noisy digital forest. Without purpose and meaning, it’s destined to be ignored — see 90 percent of the internet. On the other hand, content created with that context in mind is meaningful, compelling, and hard to ignore. More importantly, context-aware content contributes to increased sales and greater customer satisfaction. We have to define the context — the demands and desires — of the target audience to create effective content. Who are they? What are their goals? What do they already know or think? Critical questions to answer. To bring readers one stop closer to your brand, you have to understand where they are and where they want to be. Context is hobbies. It’s titles. It’s professional aspirations and personalities.

How to Create Content With Context

A few key principles that will help you to consistently create good contextual content:

  1. Learn everything there is to know about your customers. Talk to them, ask questions, and listen very carefully. These are the folks you are developing content for — current and future customers. Map their purchase behavior from start to finish; find out how they conducted their research, what they read, and who they talked to. The better you know these people, the more likely you will understand their context throughout their purchase cycle.
  2. Give them what they want: the truth. They can handle it. Your business has a mission, you have a culture, you have great employees, and you create significant value for your customers. Tell that story. Share all of your knowledge and be transparent. Customers want to trust you. You just have to let them.
  3. Monitor, test, measure, and analyze everything. The true test of good content is actual performance, and while it may be a long journey between a blog post and a multimillion-dollar client, each step along the way has an impact. Take the time to test, measure, and optimize all of your content, because even the best laid plans can go astray if you are not paying attention.


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