To answer that question it is simple: both are important.
But before I get into it, let?s understand the difference between content and context.
Content is the material/matter/medium contained within the work that?s available for audience.
Context is the positioning of the content, storyline or purpose that provides value to the audience.
Content can come in several forms: audio, video, written, visual (photo).
But, although you have these forms, why are you creating the content? What exactly is the purpose? What sort of outcome are you looking for? With each content piece there needs to be context.
Content isn?t king without context
With distribution of content there is a value exchange. You present valuable content with hopes of a viewer or audience viewing the content for numbers, call-to-action and etc. However, measuring the success of this exchange is impossible without context. Context isn?t just about the storyline, it is also about the intent of the content itself.
Before you create content, think beyond the creative capacity of the material. What are you trying to get in return for that value exchange? How can you develop the content to receive that in return? Why are you creating that piece?
Really think hard and remember?
Content can not be king without context.