From ancient cave art to cutting-edge infographics – fast forward a few generations, people are telling more stories than ever.

We just had the medium shifted & our digital world is evolving at a breakneck pace.
Content gathers dust like fossils, and today’s trending hashtag is tomorrow’s iconic meme.

The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of traditional or internet advertising or marketing. It can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it by creating it it in honesty & transparency.