Content can be contextualized

C for Contextualizable
What Does That Mean?

Contextualizable means that content can be adapted to different contexts. Context refers to the context in which the content is consumed.

The term context is to be understood very generally and includes both the spatial context (location, geo-location) and the temporal dimension (time of day). Other dimensions such as the reference to the language and cultural area of the consumer and, above all, the target group reference with regard to age, interest, language level or phase of life are also decisive for the contextualization of content.

Why Is This Important, and How Can I Benefit from It?

As a carrier of information in communication, content is only attractive and understandable if it is optimized for the context of a target group.

Digital communication makes it possible to adapt content dynamically and in real time to the context of the content consumer: whether it concerns the personal preferences of a user or the current situation, website or location where the user is located, everything can play a role.

The prerequisite for being able to organize and display content flexibly according to this context is the enrichment of the content itself with meaningful metadata.

The thematic and linguistic context is crucial for optimizing the relevance of content. This in turn requires the enrichment of content with semantic metadata, such as the classification into different types of topic categories, the assignment of emotions or the automated assignment of keywords.

How Exactly Can I Use This for Myself, and What Tools Are Available?

While most tools on the Internet use simple TDF-IDF analyses to identify keywords in content, modern machine learning algorithms enable a much deeper, context-sensitive understanding of content. CONTEXTSUITE offers unique services that do not understand words as isolated keywords, but rather infer the meaning and relevance of a word in the text from the overall context. Learned by reading and comparing billions of texts.

An example: In an article about the first training session of a new football star at FC Bayern Munich, the editorial team writes that he arrived at training in a brand-new sports car from a Bavarian premium manufacturer.

From the point of view of sports enthusiasts – and the leading context of “sport” – this statement and the word “sports car” or the naming of the brand are irrelevant.

From a marketing and sponsorship perspective, however, this is the most important phrase in the entire text.

Advanced AI analytics enables content professionals to incorporate their own evaluation perspective into big data analysis when planning and creating content, allowing them to read and evaluate the machine as they see fit.