Answer: So many things. Accepted definitions of common marketing terms like “content”, “story” and “value”, like any word, can become stale, begging for a fresh definition. Everything I write is only as valuable as the need for it. Good content taps into what people care about most, learned by careful listening. It then rebuilds, connects and shares the stories around those real experiences. In this way, storytelling remains a powerful and immersive way to reflect a truth, and a reflected truth is always good content.
Find a couple of thoughtful articles about content here: