5 Smart Questions to Ask When Creating Context for Your Content

If content is queen, context is the queendom.

If you own a small business, it’s likely you’ve had some version of this ringing in your ears: “Content, content, content — you gotta create more content!”

And you do! I’m not here to let you off that hook. Content is definitely queen — whether it’s in the form of posts on your business’s blog, articles written for platforms like LinkedIn, behind-the-scenes pictures shared on Instagram, or a weekly newsletter that you send via email to subscribers. All of that is content, and it is the way many of your ideal customers will likely find out about you and fall in love with your brand.

Insightful and relevant content has the potential to create a long-lasting relationship between you and your customer, one that is built on great communication and trust. (And who doesn’t want a relationship like that, right?!) 

That said, if content is queen, context is the queendom! Context is defined as “the circumstances that form the setting for an event, statement or idea.” It’s important that you consider some important questions about context when developing content for your brand. This will help you determine positioning and framing when sharing information with your readers, listeners or viewers. If you don’t take context into account, just to continue with the metaphor here, the queendom likely will crumble. 

Here are 5 questions to ask when determining the context for your content:

Who are you reaching? Who is your ideal customer avatar? Hold old are they; where do they live; where do they work; what are their dreams; do they have a family; what kind of issues or problems do they have that would drive them to you for the solution? Answering these questions and any other important details you can think of will help determine the context for your content when you’re creating it with your customer in mind.

You may have heard people advise that you create your customer avatar by coming up with an imaginary person, even giving that imaginary person a name, and then considering the questions I mentioned above for that imaginary person until you come up with a profile. Smart advice; but the other day, while interviewing Kelly Notoras of KN Literary for an episode of my podcast, Support is Sexy, Kelly offered the brilliant advice of thinking about someone you actually know personally and care about deeply when thinking of your avatar. Someone who has the characteristics of your ideal customer, but who’s a real person. This allows you to connect with your ICA (ideal customer avatar) on an even deeper level emotionally. Then you can create your content within that context, and think about what advice you’d want to tell this person you care about so much on how to solve their problem. (During my interview with Kelly, she spoke about this approach when considering readers for your book; but I think it works here for any small business owner as well!) 

Why should they care? Why should your ideal customer care about your content? How will it be of service to them. This will echo the problem you’re solving, and will inform the context you have in mind when you’re creating your content to reach them. 

What are you saying? This is one of the questions that I think matters most when you’re thinking about the context for your content! The only reason it wasn’t the first question listed is because I think whom you want to reach and why help shape what you want to say to them. Still, it will be WHAT you say that they remember. Ask yourself if you’re delivering the most important information to them at this time. Are you putting it in the context of whatever stage their in right now? In other words, is not too elementary yet not too advanced? 

Where are you leading? Remember, you’re ruling this queendom, so it’s important that you have a clear sense of where you’re leading your “followers.” Are you providing information that will inspire them, are you helping them learn how to do something, are you giving them secrets to success in whatever space you’re in, or are you providing breadcrumbs that will lead them to an ultimate goal? Knowing where you’re leading helps shape the context for your content and gives you a clear focus.

What are the desired results? In the same way you want to know where you’re leading your audience, you want to have a desired result for them in mind. What do you want them to walk away from your content knowing how to do, in what ways will they be transformed, how will they be better at what they do?

Creating outstanding, relevant and insightful content for your business or brand is important. You get that, I’m sure. Keeping these questions in mind about the context for your content will only make it that much stronger. You want to meet your audience where they are, invite them into learning more about what you do and what you have to offer, and then show them how you’re going to take them to the next level!

Elayne Fluker is the author of Get Over 'I Got It', which will be published by HarperCollins Leadership on May 11, 2021. The book encourages unapologetically ambitious women to get over "I Got It!" Syndrome and embrace support as their super power. Pre-order your copy now at getoverigotit.com and receive special bonuses!



Elayne Fluker is also the founder and CEO of Chic Rebellion, a content consulting agency that helps women and BIPOC entrepreneurs and executives develop their thought leadership, elevate their brands and grow their businesses. Learn more at chicrebellionmdia.com.