Content Marketing, Marketing Automation, Technology

What Does “Context Marketing” Really Mean?

As someone who’s made a career out of content, communication, and storytelling, I have a special place in my heart for the role of “context.” What we communicate—whether in business or in our personal lives—becomes relevant to our audience only when they understand the context of the message. Without context, meaning is lost. Without context, audiences get confused about why you’re communicating with them, what they’re supposed to take away, and, ultimately, why your message has anything to do with them. Retargeting is the classic (and most offensive) example of a business context gaffe. Where something you looked at in

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