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b'\\u201cWhen new technology comes out, we use it in the old ways that we know. With the internet, it was free publication. So we made websites. We didn\\u2019t see this as a way of connecting better.\\u201d Better connections\\u2014meeting someone at their moment of need\\u2014is what context is all about. That\\u2019s the focus of Mathew Sweezey\\u2019s new book,\\xa0The Context Marketing Revolution. We discussed this along with his work at Salesforce this week on the On Brand podcast.\\nAbout Mathew Sweezey\\nMathew Sweezey\\xa0is Director of Market Strategy for Salesforce. A researcher, thinker, award-winning marketer, and writer, he is the author of Marketing Automation for Dummies and the new book\\xa0The Context Marketing Revolution. When not behind a podium at conferences around the world or sifting through data, he routinely works with the world\\u2019s largest and most well-respected brands, including UPS, Home Depot, AT&T, and Dell.\\nEpisode Highlights\\nWhat are the key traits in high-performing marketing organizations?\\xa0In studying the future of marketing at Salesforce, Mathew has spent a lot of time on this very question. The answer? \\u201cHigh-performing marketing organizations have full executive buy-in on a new idea.\\u201d What are the new ideas? \\u201cThat marketing is no longer about the most creative messaging.\\u201d Buy in on that alone would create a very different marketing organization.\\nWhat\\u2019s the difference between content marketing and context marketing?\\xa0While content marketing is all about publishing, \\u201cContext marketing is all about helping someone achieve the goal of the moment.\\u201d\\nWhat does context consist of?\\xa0In his book, Mathew shares the five elements of context and why it\\u2019s critical for businesses to focus on them to be successful.\\n\\n\\nAvailable\\u2014helping people achieve the value they seek in the moment\\n\\n\\nPermissioned\\u2014giving individuals what they\\u2019ve asked for, on their terms\\n\\n\\nPersonal\\u2014going beyond how personal the experience is, to how\\xa0personally\\xa0it can be delivered\\n\\n\\nAuthentic\\u2014combining voice, empathy, and channel congruence simultaneously\\n\\n\\nPurposeful\\u2014creating a deeper connection to the brand beyond the product\\n\\n\\u201cContext can be applied anywhere throughout the customer journey.\\u201d\\xa0Mathew shared how the Trailhead community at Salesforce is an important example of context marketing as it\\u2019s about advancing better business outcomes and educating users on the platform.\\nWhat brand has made Mathew smile recently?\\xa0Mathew went with his local climbing gym,\\xa0Coastal Climbing, for the precautions they\\u2019re taking as a result of COVID-19.\\nTo learn more,\\xa0connect with Mathew on\\xa0LinkedIn\\xa0and\\xa0Twitter\\xa0and check out his new book\\xa0The Context Marketing Revolution.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'