Why is it so important for agencies and clients to focus on content? With the advent of social media, and the declining influence of TV and print, consumers are not looking for advertising; they are looking for experience. They want to be informed about a brand and its products by discovering it in their natural habitat, which is probably online or word-of-mouth. And look to read or experience it and have their own reaction to it. Maybe share it with friends and get a third opinion. And then they make a purchasing decision. That’s content.