Content is a piece of information that exists for the purpose of being engaged with and shared. It includes blogs, videos, social media posts, photos, slideshows or podcasts. Content plays a very important role in a successful campaign. Now If you own a restaurant, you wouldn’t want to send a coupon for a Butter Chicken to a vegetarian. Here is where context comes into play. Serving up valuable content is important, but ensuring that it’s customized for the right audience is essential. As viewers become more in control of what information they pay attention to, it’s important to deliver content that’s contextually relevant.