When you google symptoms for a headache, you come across articles that tell you that you might be having a terminal illness, often giving you a fright. These may or may not be true, however, such results that appear at the top reveal one thing- they have the best SEO. 


Right, search engine optimisation (SEO) is a great way of getting your handiwork known to greater masses. True, content is basically anything that you read- It is 2021, be the best on the internet! Along with writing exceptional content, one important thing that is oft forgotten is the placing- Anyone can be a writer but it takes a specialist to articulate what words would do the trick and where would the article have the maximum chances of being noticed. That, my friend, is context marketing.


To summarise, while content marketing is the material itself that you’ve come up with, focusing and channelising all of your inner Shakespeare and the tricks rolled up your sleeves, context is about proving a skeleton in terms of style, positioning and storyline. If content means the core, context is the crust that supports it.

Sounds lucid enough? Let’s talk a bit more about content.


You may also be interested in: Content Marketing Pt. 1

Content Marketing pt.1


As I said, content is everywhere around us- From the quick results that Google reveals to coming across the text on Facebook stories to newsletters that often lure you into shopping for your much-loved products to this very article! Content marketing forms a very crucial part of marketing. If marketing is about capturing sentiments and selling based on it, content is wrapping up such sentiments in words or graphics.


The early phase of the pandemic saw a lot of individuals, no matter the age or profession, undertaking short online courses and posting their achievements on social media. Commendable, I’d say. But did you know such e-courses fall under content marketing?


E-courses encompass e-learning, and such learning is a win-win for everyone alike. There’s research involved in terms of content and the target audience, social media so that it becomes known, interactive visuals to refrain from being monotonous replete with clear purpose and plan of action. 


Sounds intriguing? Next up are case studies. Ever browsed through vivid imagery and text describing fancy terms such as conversions, impressions, brand management and publicity? Case studies are such pieces of art created by digital agencies, be it a content creating agency, or a full-service digital marketing agency, that provide such insights about their work with clients in attempts to attract potential clientele. Enabling a holistic view, it serves as a testimonial. 


You are already aware of what blogs are. Treat them as your personal website or a page on your company’s, they’re to provide information or reflect on your passion. WordPress, Blogspot, Wix are some basic sites that you can get started with. You needn’t be a rocket scientist to figure out what goes into the making of your blog, all you need to do is set up am account and voila!


The more you invest in terms of energy and perhaps money (when it comes to upgrading the site), the better is the yield. But as stated in the previous post, let your imaginations soar- Don’t constrict it to just text. Use infographics. Canva is a great tool, so is Stencil!


Tip: There are apps and websites to manage almost everything these days, write from helping you chalk your content out to improving the tone, scheduling, insights and else. You may want to register for a Content Management System (CMS) that helps you to manage web content and allow multiple creators to edit the same content. WordPress is an example of such a brilliantly developed CMS.


One other component under this umbrella term of content marketing is audio- Audio interviews, radio interviews, podcasts have been on a rise ever since. It’s said to be more passive, easier to understand and grasp, though this can be quite subjective. Plus, given the remote working environment that was boosted over Zoom calls, Skype Meets, Google Meets and else, people have developed to be great orators.


Now, no matter what you decide to do, set a budget for your enterprise. The budget comes handy if you think of hiring a professional on a full-time basis or a freelancer to develop your content. While content may seem like a singular role, it comes with its own stack of responsibilities- There are content developers, content managers, content analysts, content writers, content specialists, content executive to many more. Bear in mind your KPIs and what you’d like to achieve. Observe and understand how well your content has been performing. It’s not the rule of thumb to have a massive launch, you can pick your own pace. The only things that matter are: strategise your course of actions, optimise your resources and maximise the output.




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