December 2017
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Context Marketing – There’s more to Content than Just Keywords

There is no doubting that creating content is an essential part of fighting your way up the Google search results pages. However, content alone isn’t enough to jump up the rankings. There is truth in saying that SEO is part of the answer to helping your content move up in SERPs, however, if used properly, SEO techniques shouldn’t affect the actual content of your website or blog.

A few years ago, it was easier to move up in search rankings by stuffing content with relevant keywords. Even if the content didn’t actually provide a good user experience, or sometimes, it may not have been very relevant to the actual search query, it could be found above higher quality, relevant content due to an abundance of keywords. However, as Google is constantly refining its search algorithms, it’s now much harder to fool the system with artificial techniques.

context marketing

Google is now much more context sensitive – this means that content is useless on its own if it doesn’t provide a valuable user experience. Google is focused on providing a good user experience, so content must be relevant and well written to provide value. Without providing content that your audience are interested in and want to read, they won’t have a reason to find your content and engage with you. As a result, your digital marketing will suffer and your content won’t rank well in SERPs. Keywords will always be important, but only in the right context.

Introducing context marketing

Essentially, context marketing is about knowing your audience well enough to create content that is reliable and valuable to them. For example, what knowledge do your audience need? Which products and services will be of the most use to them? Rather than a hard sell, adding context helps your content marketing efforts to feel helpful; as a result, your audience are more likely to build trust in you and engage. The more your audience are willing to engage, the more you know about them and the more valuable your marketing content can be.

Getting to know your audience

To use content marketing successfully, it’s important that you know as much about your audience as possible and this means getting know them as individuals.

One of the simplest and best ways to learn more about your audience is through social media. As with website or blog content, social media messages must have context. Simply broadcasting a message is not only ineffective, but it can also be damaging; modern consumers aren’t interested in blatant, pushy sells, they want to form a relationship with brands and a sense of trust.

The biggest benefit of social media is that it allows your audience to contact you easily and confidently, so by posting engaging content, you can learn a lot about your audience when they choose to engage with your content. The more you learn, the more context you can add to your social media content, helping you present your brand as the solution to your audience’s problem. As well as broadcasting interesting and useful information, you can aim to give hope, inspiration or even humour, creating awareness of your brand in a very positive way.

By engaging with your audience on social media, you can then use what you have learned to provide context in all of your marketing media, including blog and website content. This helps you create a reputation as a credible, knowledgeable and authoritative source that your audience will want to continually buy from or use your services.

At SEO it Right, contextual content has always been our approach. As a marketer, Google’s shift towards context makes my job much more enjoyable. When I create content, rather than writing for a search engine, I write for an audience and rather than obsessing over keywords, I think about creating content that provides value to a specific audience. By combining context with content, marketers have the opportunity to be much more creative and to build relationships with people, not fight for rankings.

If you would like to learn more about how you can use context in your content and social media marketing campaigns, you can call the SEO it Right team on 0121 308 0219.

Rob Edwards