Basic BLE beacons simply advertise an identifier. End User's mobile phones are a beacon's connection to the outside world. Software on the device must know which beacons are important and why.
Knowing which beacon(s) allows for targeted actions. This can only be done though the device's knowledge of which beacons are important. Knowing why, and in a timely fashion, allows for these targeted actions to deliver value for you and your customers. The beacon identifier can be a trigger for location verification and/or delivering content from within the app or requesting it from an outside source.
Beacons deliver context, not content.