Several approaches to developing a theory of quantum gravity suggest that spacetime-as described by general relativity-is not fundamental. Instead, spacetime is supposed to be explained by reference to the relations between more fundamental entities, analogous to 'atoms' of spacetime, which themselves are not (fully) spatiotemporal. Such a case may be understood as emergence of content: a 'hierarchical' case of emergence, where spacetime emerges at a 'higher', or less-fundamental, level than its 'lower-level' nonspatiotempral basis. But quantum gravity cosmology also presents us with the possibility of emergence of context: where spacetime emerges from some 'prior' non-spatiotemporal state (replacing the Big Bang), due to particular conditions in the early universe. I present a general conception of emergence which is plausibly able to accommodate both pictures. This is a positive conception that does not rely on a failure of reduction or explanation in any sense (indeed, reduction is a necessary feature of quantum gravity, and is useful in understanding emergence in this case). I also consider the possibility that the distinction between content-and context-based explanations is blurred, or usefully 'collapsed', in the case of spacetime emergence.