While most professionals understand content in theory, its role in modern digital strategy is often misunderstood. In this post, we’ll define what content really is—and why clarity matters.
Read time: 2 mins
Here’s what’s covered in this post:
What Is Content?
Content is, at its core, communication.
It’s how businesses share information, shape perception, and flag intent in the market across digital channels.
The purpose of content is to deliver meaningful information efficiently—whether that means informing, persuading, educating, or building trust.
Content can take many forms—each tailored to deliver a message efficiently and memorably.
“Content distributes information clearly and efficiently, amplifying brand signal across key channels”
Examples of Content
Here are some content types for B2B marketing:
External
- A homepage headline that signals your brand values and business communication strategy
- A blog post that unpacks your firm’s perspective on emerging risks
- A short-form vertical video aimed at job seekers
- A data visualization that clarifies an insight for stakeholders
- A podcast episode with internal or industry experts
Internal
- A keynote speech
- An internal memo or group-wide email
- A quarterly conference or group-wide video call
Internal or External
- Thought leadership
The Future of Content
While content was once the domain of trade publications, white papers, and internal memos, today’s formats are more diverse, dynamic, and public facing.
New channels and platforms have expanded the definition of and opportunities for content—introducing formats like short-form vertical video, livestreams, interactive data visualizations (UX), and branded podcasts.
What qualifies as “content” is now defined less by medium and more by strategic intent.
The way businesses create, publish, and distribute content is in constant flux.
Formats evolve, channels shift, and expectations rise—but the need for clear, purposeful communication remains constant.
For financial copywriting, content strategy, campaign development, or brand storytelling…
Michael Anthony Bradshaw is a creative executive and B2B content strategist based in New York City. He’s led content strategies and creative executions at The Economist, The Wall Street Journal, Edelman, Digitas, and for clients like Goldman Sachs, J.P.Morgan, Novartis, Morgan Stanley, Visa, Accenture—and now advises institutional brands on how to publish with clarity and purpose.