In the world of communications there is constant talk of content. We create it, we manage it, we present it, we recycle it - and on it goes - and even if we do all of those things exceptionally well, we will still fail if we are presenting the wrong content.

Here's my spin. The right content is information the audience cares about, presented to them on their schedule. It's relevant and it fits their agenda.

Consider this. Today's audience lives in a world of enormous choice, and out of this vast jungle of information, they will grab on to only the things they care about. The sheer volume and diversity of media streams allows them to be very critical of what they experience so they only consume content that engages them in some way.

If it doesn't matter to them, it doesn't matter. Period.

So our job is not to decide what to talk about. It's to figure out what they want to hear. What do they want, that we can provide, and they can't get anywhere else? What makes us special to them?

Any ideas?