What is Context?

If content is king, then context is queen. Serving up valuable content is essential, but ensuring that it is customized for the right audience is equally (if not more) important. As buyers become more in control of what information they digest (again, not literally), it is essential to deliver contextually relevant content. If you own a restaurant, you wouldn’t want to send a coupon for a steak dinner to a vegetarian, right?


Imagine you’re reading a novel, and a character says, “I can’t believe she did that.” Without context, it’s unclear what “that” refers to. However, if you read about a character betraying a friend earlier in the story, you understand that “that” refers to the betrayal. In this case, the context (the earlier event of betrayal) helps clarify the statement’s meaning.

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