Content
In a Nutshell
Content is the text, visuals, video, or ideas brands produce to share with their target audience across digital or traditional channels. In theory: something to tell. In practice: the area brands constantly want but often don't know what to say.
What It Really Means
Content is one of the most used words of the digital age. Every brand wants to produce content. But not every brand may have a real story to tell.
Producing content is not about filling a calendar. Content produced just so something gets posted doesn't make the brand look alive; it often makes it look tired.
Good content is a regular touchpoint the brand builds with people. Bad content is a mandatory post to keep the social media account active.
Content exists not to fill the void, but to create meaning.