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Making ‘content’ matter

July 21, 2014

Home Blog Making ‘content’ matter

“Content” is a word that gets tossed around a lot. It’s an umbrella term that leaves a lot to interpretation, and for writers like myself and my colleagues, finding the right meaning behind the word, and using it properly, can cause a lot of headaches.

Filmmaker Christopher Nolan, in an op-ed piece in the Wall Street Journal, said the word was a “reductive term,” which “pretends to elevate the creative, but actually trivializes differences of form that have been important to creators and audiences alike.”

From a creative standpoint, the word content can be synonymous with “filler” or “padding” – it runs the risk of offering no innovation or creativity – it’s simply, as Nolan puts it, whatever can be imported to any screen, be it a computer, smartphone, billboard or movie theatre.

For analysts and editors like us, the challenge is in making sure our writing doesn’t feel stale or lifeless. In a strange way, we need to take our cues not only from journalists and researchers, but from artists and storytellers. Tracking markets and trends sometimes requires a certain artistic flair to make the information engaging. When writing about a news story, don’t reduce it to mere “content,” engage your reader with a story, and they’ll keep coming back for more.


This article was originally published on ShiftCentral, now part of LAC Group.

Mario Thériault

Mario Thériault

Mario Thériault is Chief Business Development Officer and oversees all aspects of LAC Group’s growth strategy, partnership and alliance programs. Prior to LAC’s acquisition of ShiftCentral, Mario served as CEO and continuously evolved the company to emphasize the importance of strategic, curated intelligence to solve clients validated business needs.
Mario Thériault
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