By Rex Hammock

At Hammock, we use the terms “chronological” and “contextual” to describe two types of information a company should provide as part of an effective content strategy. Here’s how we define those terms:

knowledge cloud, flow content, know content, customer media and content


[This post is part of the series, The Basics of Customer Media and Content. A version of this post previously appeared on the blog of Rex Hammock,]

There are two kinds of online content* that really matter to customers: 1. Chronological content (or what at Hammock, we call, Flow Content), the type of news and information that keeps us abreast of what’s happening now, real-time, that is of importance to us in our work or personal lives. 2. Contextual content (or what we call, Flow Content), the type of every-green content that provides us the  understanding and knowledge when we need it.

Flow Content: This is the content that’s important because of its time-stamp. It is a never-ending stream and river of news and information that comes when the sender decides we should receive it, not necessarily when we expect or need it. It comes in the form of tweets, updates, email, text-messages, RSS feeds, etc. We can’t live without it. Often, it’s this kind of Flow Content that customers say over-loads them. That makes sense, as it over-loads all of us, especially if we don’t know how to organize it. In that case, we ignore it.