This document discusses the importance of context awareness in digital content and marketing strategies. It notes that audiences now expect to access content on their own terms across many different devices and platforms. The document advocates considering the 5 W's - who, what, when, where, why - to better understand the context in which audiences will consume content. It also discusses different types of contextual data that can be derived, like geo-location, device used, behavioral data. The key message is that while fully context aware platforms are still emerging, marketers should start developing more context aware strategies and applying a "context filter" to how they approach content.