5. What Is Content?
When most people think of content, they think of contextual work—articles, books, newsletters, loose-leaf binders, magazines, trade papers, and so on. In essence, they think of work that is editorial in nature and delivered via the Web, email, or print.
My definition of content is broader and includes nearly any useful information that your end user will find relevant and beneficial, including audio, video, PowerPoint slides, or other presentation material.
When you start using your content to drive business efforts, you have to think beyond the normal use of content—that is, expand your view on the different types of content and how you can use it outside of its original format.
To get the most out of your content, you need ...
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