There are several guiding principles about context; marketing leaders can think about to address the conundrum they face:

- Think about first seeking to understand the contextual world of your buyer (also one of the major principles of HUMAN-CENTERED buyer persona development)
- Think good content can provide context to customers – only if you understand context from your buyer’s point of view
- Think environment, relationships, external influence, and situations shape context

- Think “what do buyers need to know?” – within the context of the world they experience

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