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Contextual Marketing

via HubSpot Academy

Overview

Note: The educational resources (such as Videos, Quizzes, and Workbooks) are free to go through. If you want to become certified, there are additional practical exercises that require a Pro or Enterprise HubSpot subscription. With contextual marketing, you can personalize your website to the people who are most important to your business. In the Contextual Marketing certification course, you'll learn how to create a website experience tailored to your visitors’ needs and preferences. The content in this certification is closely tied to who your contacts are and how they're segmented. To get the most out of this course, you should have at least 500 contacts in your HubSpot CRM and should feel comfortable with lead segmentation strategies. You should also have clearly developed buyer personas and content tailored to each stage of the buyer's journey.

Who is this for?

  • Marketers
  • Marketing Manager

Syllabus

1. Fundamentals of Contextual Marketing

With contextual marketing, you can create a personalized website experience for each visitor based on their needs, habits, and goals. In essence, you'll be able to get the right content to the right person at the right time. This lesson will introduce you to the concept of contextual marketing and provide an overview of what you'll need to be a successful contextual marketer.

2. Designing the User Experience

Your website is your most important digital marketing asset — but are you creating the best possible user experience for your website visitors? In this lesson, you’ll learn how the user experience is tied to contextual marketing and discover what makes a positive user experience. You’ll then learn how to redesign the user experience on your website using HubSpot’s methodology.

3. Using Personalization in Contextual Marketing

Personalization is a tool you can use inside of your greater contextual marketing strategy. In this lesson, you'll learn how to provide more value to your users with personalization tokens in emails and pages created in HubSpot. This lesson will help prepare you to identify when and how to best use personalization when creating an individualized experience for each visitor.

4. Segmenting With Context

Segmentation is the foundation of contextual marketing. In this lesson, you’ll learn how to segment visitors on your website to provide them with the most relevant content based on their context. Using segmentation, you can better personalize your content, which leads to more accurate targeting and higher conversion rates.

5. Planning a Contextual Marketing Strategy

There are countless possibilities for adding contextual marketing to your website—what segments to create, where to place the smart content, and more. In this lesson, you’ll put all the pieces together to create a strategic plan for your contextual marketing efforts. You'll learn how to walk through the contextual marketing strategy each time you add context to your marketing content.

6. Creating Smart Content in HubSpot

After creating a contextual marketing strategy with segmentation and personalization, it's time to put the strategy into practice with smart content tools in HubSpot. In this lesson you'll learn how to create each type of smart content.

Taught by

Rachel Sheldon

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