Many words are ubiquitous in brand language these days, but perhaps none is quite so omnipresent as “content.” That reductive, catch-all term that means everything and nothing, and is touted by so many as the way to “connect with an audience” and “build community” (a couple more buzzwords there for you).
That’s not to say that content can’t do those things, but when everyone is making it, how do you stand out? And how do you know if it’s working? Does anyone even care?
Make it meaningful
Our stance on the work we create at WeTransfer: Try to make something that will cut through the white noise.
