At the 2012 Inbound Marketing Conference, keynote speaker Gary Vaynerchuk said, "If content is king, then context is God." My presentation at the Boston B2B Camp in September sought to dive deeper into what Vaynerchuk meant by this, and develop ways for marketers to bake context into their work. This presentation outlines the topics covered in the talk. Enjoy! If you have any further questions, or would like me to present at your next conference, please email me at steve@haasemarketing.com.

1. From Content to Context:
or, How to Do the Marketing Tango
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2. Why Context
Context Boo:
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3. Context Hooray:
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4. What is Context?
1. The critical differences between the various
segments of your market.
2. The phase your relationship is at with each
individual in those segments.
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5. Creating Segments
1. Determine who your personas are. Start by asking, “What are the
meaningful distinctions between my different customers?”
2. Gather the data that will tell you which persona best describes
each new lead on your website. Touch points for this data include:
- Specific pages viewed
- Forms filled out
- Answers on those forms (e.g. geography, job title, biz size)
- Items purchased
- Offline conversations with sales and/or support
- Emails clicked
Exercise:
• Develop two different personas for your business, based on the
distinctions above.
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6. Relationship
• Where is someone at in the buying journey with you?
A simple framework for this could be:
• Awareness
• Evaluation
• Purchase
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7. Let’s Build the Content/Context Matrix!
(Persona 1) (Persona 2)
Awareness
Evaluation
Purchase
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8. What Content Can You Contextualize?
• Email (easy)
• Offers (easy)
• Smart forms on your offers (advanced)
• Blog posts (easy) Note: Search engines will make the
contextual match based on what the searcher typed.
• Web page content (advanced) e.g. CTAs, dynamic
pages, requires special software
• Adwords (easy)
• Retargeted ads (medium)
• Mobile friendly site (medium)
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9. Let’s Take it Across the Line
Exercise: Go back to your matrix and
create ideas for personalized content
for both of your personas, at each
stage of the buying cycle.
Use the completed matrix to guide
your future content creation.
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