This is the image I use in presentations as a warning: avoid the landfill. Advertising must not become a dumping ground for content. As practitioners we must recognize content as something people chose to engage with, not discard. How, then, to avoid the call of the dumpster? It helps to have a sound definition. This is mine: content noun Communication so good you want to spend time with it or share it. That’s a high bar. It means that something worthy of being called content must so capture you that you choose to watch, read or listen to it. It must spur you to vouch for its value as you repost it on to your friends. The parts agglomerated in these ways: what the brand paid for, what it owned, and what it earned, known as P-O-E (see here). POE starts to define content in a more rigorous way, as something that is planned for.