Storytelling is changing – it’s been flipped on its head by technology and data.

Mobile has driven this change over the last ten years, impacting the format, length and medium in which stories are told. Capturing customer attention has become increasingly difficult and more devices and more channels demand more content.

These challenges provide huge opportunities to marketers – in particular, they now have the ability to tailor their story for each customer using location and other contextual data.

Voice and IoT devices will continue this trend; capturing even more contextual and behavioural data and enabling storytellers to become increasingly personalised with their stories.

Brands that grasp these opportunities and deliver contextual content – content that is personalised, relevant and in-the-moment will stand out from the crowd. Below are the three steps brands can take towards producing contextual content.

1. Understand Your Customer’s Context

In the past, brands treated every customer the same way – producing one piece of content such as a television commercial and serving it to millions of people.

Understanding customers is step one when it comes to creating better content and with the huge range of data now available we can derive customer insights and treat people as individuals.

When you know what will resonate with a customer based on their demographics, location, interests, preferences and behaviours then you can become much more contextual in your approach.

2. Create Content In Real Time

Your audience is living life in-the-moment; reacting instantaneously to events on social media, ordering goods and services to be delivered within the hour and consuming news on demand. There is a huge opportunity for brands which can produce relevant content in real-time.

Managing customer’s expectations and demand for content at this pace is a management nightmare. This is why artificial intelligence and bots in particular will have a major impact over the coming years, enabling brands to create and respond to customers with personalised content in real time.

That’s the second step toward creating contextual content – leveraging technology to create content in real time at scale.

3. Never Rest, Keep Optimising

Understanding your customer and creating compelling, individualised content in real time is a huge step forward but it doesn’t mean your work is done.

Constant testing is required because what works today won’t necessarily work tomorrow – customer’s interests change rapidly and become fatigued if they’re served the same advert on multiple occasions.

Using AI, machine learning and image recognition, brands can tailor their approach and derive creative insights; allowing smart brands to continually optimise their content for each customer over time.

Photospire helps brands and agencies embrace these opportunities – to understand their customer’s individual context, create relevant content in real time and then optimise that content.