Content is the last C word of marketing and digital media - often misused, never defined and frequently offensive to the ears. But content is not “stuff we’re going to upload to the thing”. As marketers we should think of content not as a fashion but as a strategic business asset, a product to offer to customers and stakeholders, in fact. Content can play a vital role in driving awareness, traffic, sales, and reputation throughout the customer journey to create a comprehensive experience. And yet this is how it is routinely seen: left to the final stages of projects, developed in isolation, or created to fit within stringent containers for the sole purpose of filling (or ticking) a box. And that’s if you ignore content briefed in “to go virals on the social”.