With the buyer journey now 70% digital, buyers have become sophisticated content consumers. If your content isn’t contextually relevant, you quickly lose engagement.
Ren Chin, CMO at GoFormz, emphasizes this: “Contextually relevant content speaks to situational value and helps our buyers in their individual decision-making.”
GoFormz’ helps its customers collect better data with digital forms. It has clients across 20 different industry verticals.
Ren adds, “Contextually relevant content makes it easier for buyers to send us intent signals. Without an intentional content strategy, the signals we would get from the content our buyers interact with across so many industries would just lead to a lot of noise.”
Here are Ren’s four foundations for building contextually relevant content strategies:
▶️ 1. Vertical and Role-Specific Content
The first key foundation for relevant content is speaking to individual buyer value based on their industry vertical and buyer role.
“Context starts with segmentation,” says Ren. At GoFormz, content is tailored to resonate with specific industries, roles, and use cases. “Our product is used across diverse sectors—construction, healthcare, energy—and each sector requires unique messaging around value,” he explains.
For example, one of GoFormz’s key value props is to “automate tasks to reduce administrative costs.” In construction that might be automating project tracking, while in healthcare it might mean automating compliance and back-office patient processes. In both cases, the end user cares about automation that helps them or their team while the buyer, who is putting up the budget, wants to hear more about cost reduction.
▶️ 2. Engagement Content
The second foundation is having top-of-the-funnel, educational content for verticals and personas to drive engagement and encourage prospects to take the next step.
Ren notes, “This is where the audience ingests content to understand our brand promise and what our product offers.”
The goal is to present content that aligns with a visitor’s potential use case or interest. Ren explains, “If we know their industry and likely pain points, we can highlight relevant features or solutions, setting the stage for conversion to a free trial.”
▶️ 3. Conversion Content
The third foundational element is conversion content. Once engaged, the focus shifts to guiding prospects toward the next step—signing up for a free trial. “We aim to hit that ‘aha’ moment where they realize, ‘Oh, this product is for me,’” says Ren.
This requires a personalized journey based on intent signals. For instance, landing pages are tailored based on the specific search queries or ads that brought the visitor to the site. A/B testing and multivariate testing ensure that the content is optimized for conversion.
The goal is to serve “the right next content for each buyer.” This might be a peer customer story for a buyer who has not yet signed up for a trial, a targeted video for buyers who started but did not continue a trial, or a series of product use case blogs for trial users who are not taking advantage of all potential use cases.
▶️ 4. Digital Alignment
The fourth foundation of contextually relevant content is alignment across digital touchpoints, from SEO to SEM ads. “We ensure that the ad copy, images, and webpage content all speak to the same value proposition,” Ren explains.
Once visitors arrive on the site, their actions—such as CTA clicks, video views, or navigation patterns—provide valuable intent signals. “We use this data to refine the experience in real-time, presenting content that matches their needs,” he adds.
Ren concludes that “meeting buyers where they are in their journey and delivering personalized content at each stage” is critical to driving engagement and conversions.