Key Market Solutions Manager

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Identify Variable Elements Part of what’s interesting about contextual content is that it’s really specific to the specific buyer persona you’re trying to target. To make this happen on a larger scale, you can use variable elements in your messaging. For example, you might want to show an ad for a snow shovel to someone who lives in a place that typically gets snow in the winter. But you probably wouldn’t want to advertise that same product to someone who lives in a warmer climate like Phoenix, Arizona. Instead, you might use a variable to show those segmented customers something like a patio umbrella.



Create Content The next step in indian whatsapp number database the process is actually creating the content itself. While this part will largely depend on your brand’s creative vision and your typical method of creating finished products, the core focus remains the same. ➤ Write your copy or create media as if you were communicating with only one buyer persona. It’s like writing an email to a co-worker versus writing a letter to your grandmother. You’ll likely have a different tone, message structure, or even word choice in one. This is a really key step in contextual content that many marketers overlook simply because they are too busy reaching a large group of people at once.



Publishing and Tracking Results Once the content is ready, the next logical step is to simply get it out into the world, such as: Publishing it to your website. Sending out emails. Or simply running an ad campaign. Once the campaign is live, you will need to track its results. This is a really important step that many teams forget about, which is why we include it in our contextual content creation process. Why is this important? When you know what works well with a certain part of your audience, you can adjust the same message to try to appeal to different groups of buyers.