putting content in context
TRANSCRIPT
START
Putting Content In
Context
Yael Kochman, Head of Marketing @Roojoom
What is Context?
What defines the context?
1 Where is your content meeting your user?
2 What is he/she is doing right now? What’s their level of attention?
3 What are they looking for?
4 What is their state of mind?
B2B: Where is the user in the buying cycle
Problems and solutions,
questions and answers
Case studies, demo videos, product
reviews
Social proof, case studies
How To’s, product demos,
features overview
New features, case studies, how
to’s
Leads Nurture
Churn
Engagement & AdvocacyAdoption
Awareness Consideration Interest Purchase Retention/ upsell
Sales
?
Content + Context =
Story
Graphics Online courses Podcasts Presentations
Slideshows Videos Webinars Written content
Repurposing to add context
Repurposing content is taking the same idea and implementing it a new way in order to reach a new audience.
Take a piece of content that is relevant for one stage of the funnel, and repurpose it to match another stage – using a different format:
Repurposing to add context
“A lot of our B2B content used to capture leads for Playbuzz is later repurposed as educational content to empower onboarded clients”
Ben Jacobson, Marketing Manager @Playbuzz
The Payoneer case study
Same video, different context
Acquisition
Nurturing
What is the context which affects your user?
What stage of the buying cycle he or she is currently at?
What is the most relevant story you can tell them – considering the context?
Summary
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