FUNDAMENTALS OF CONTEXTUAL MARKETING
I. What is Contextual Marketing?
What is Contextual Marketing?
Contextual marketing takes into account the user’s needs, habits, and goals to create a personalized website experience.
Contextual marketing takes into account the user’s context and allows the marketer to provide content that is tailored to their needs. 
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How does the user’s context help you display content that is more relevant?
Right Content + Right Person + Right Time = Good User Experience
By creating dynamic content, that is to say, content that changes based on the individual, your website becomes a valuable tool for each stage of the inbound methodology. Attracting visitors to your website, converting visitors into leads, closing leads as customers and delighting your customers into promoters of your brand. Contextual marketing is also going to help you provide users relevant content based on where they are in their buyer’s journey. You’ll be able to make sure that your website is providing a great experience to each person, every step of the way. 
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II. What are the Fundamentals of Contextual Marketing?
Why should contextual marketing be used in one small area only to begin?Contextual marketing is an advanced marketing tactic. It’s recommended to add context to your content little-by-little, over time, so that you can evaluate its performance and make changes as needed. Like the rest of your content on your website, it’s a continuous process to evaluate and update based on your business goals.
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What question should you ask yourself to determine if you are being helpful to your users?
Promote a good user experience by being helpful to your users. When you create content that has context, you’ll start by asking yourself if you are truly helping your users.
Benefit is the operative word here. Use it to direct how you’ll use contextual marketing. By understanding your user’s context, you’ll be able to provide content that helps users progress through their buyer’s journey and have a good user experience at the same time. |
Which content variation will a search engine view?
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How can personalized content be confusing for a user?
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Search engines evaluates default content that you create for the first time visitor. A search engine will not look through all of your content variations with smart content. So whenever you optimize for search engines, focus your efforts on the default content since that is what search engines will evaluate.
What considerations should you take into account when creating default content?
Your website needs good default content so that a first-time visitor can get just as much value out of your site as a segmented group that you’ve targeted in your contextual marketing strategy.
Your content should educate and inform a broad segment of your audience 
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Since marketers have been using personalisation in emails for quite some time, the general public is used to seeing their name appear in an email.
But most businesses aren’t using contextual marketing on their websites, with the exception of e-commerce. However, it’s just not quite ordinary to see on a homepage “Here’s a new offer for you, Casey” 
What kinds of information should users be able to browse and discover on a website? Make sure that users can get to all valuable content. There should be a way to navigate to every last piece of content, even if you don’t promote it specifically to a particular segment. You don’t want a visitor to miss out on a great ebook that you’ve created because they aren’t in the right segment to see it.
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