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Part two: The contexts of business communication

Part two: The contexts of business communication

In part one, we looked at the ways in which context impacts our daily lives. Now we’re going to move on to look at context in business specifically. 

Context, in a general sense, helps us to think, act, and feel in more effective, clearer, and well-informed ways. And who wouldn’t want this for their business as well?  



Communication is everything in business. Whether it’s in customer interaction, marketing, or professional relationships, you need effective communication to get you where you want to go. There’s an average loss of $62.4 million per company per year because of inadequate communication, showing how detrimental communication can be to business growth and efficiency. A lack of context is a big cause of ineffective business communication. 

A lot of business communications take place digitally. With these forms of communication, you’re lacking context. We can’t see a speaker’s expression or body language. A message might come across as blunt by accident. This could lead to tense and unproductive professional relationships. When taking part in digital communication, we should bear this in mind; both as speaker and receiver.

Communication without context also lends itself to miscommunication. We get told about something over email, assume we understand what is meant, and end up completely off track. Instead of following up to ask for more information, we try to go it alone, without full context, and end up wasting our time and energy.

Similarly, when dealing with a customer, we should understand their issue before attempting to tackle it. Taking the time to understand exactly where the customer is coming from will make finding a resolution much easier. It could make the difference between solving a problem in two emails or ten.



Decision-making plays a large part in any business. Should you go with this marketing agency or that? Should you host your pop-up shop here or there?

Your decisions become a lot easier to make if you take the time to analyse the whole situation. In doing this, you’ll also be more likely to make the right decisions. Everything in your business is connected. Every decision will go on to affect countless other things. With this in mind, make sure you’re factoring everything in when making a decision. 

By viewing the context that surrounds a specific decision, you can better anticipate what the effects will be. You can more easily weigh up the pros and cons and make sure you’re making the best decisions at the best times.



The context of marketing is where your audience is, how they view your content, and all the wider circumstances that surround what you are putting out. Approaching marketing without knowing the types of people you’re speaking to is a sure way to waste valuable time and efforts. By ignoring the context of your marketing, you’re shooting yourself in the foot.

Break down who your key audience is and what they respond best to. Then you can produce targeted marketing with these things in mind. Your marketing will be more effective and you’ll likely see better results.

An example of this is that only one-third of emails are actually opened. If you ignore this fact and carry on using email marketing, you’re doing yourself a disservice. Instead, acknowledge this piece of information and use it. How can you make your emails more enticing to open? Or stop the monthly newsletters and pick a method of marketing that suits your audience better.

Hopefully, after these two posts, you realise that context is everywhere. And, especially in business, it can be the difference between being productive and efficient or failing to get off the ground. Whether we recognise it or not, context is there and it affects everything we do. By paying it some attention, you could be doing your business a favour.

At Coster Content, we deal with all things content. If you want to read more examples of our work, check out our blog. If you have any questions or want to work on your business communication, get in touch on 0161 413 8418.