How would you define your content strategy?

chobani

“Content is kind of a wanky term, which we have got to reframe. It’s commoditized, overused and misunderstood. (Our approach is) brand expression, it’s storytelling. What we’re trying to do is be topical, be loved, be endearing, be enduring and always, always try to surprise and delight. That’s the outcome we desire, what keeps us up at night and excited.”

Peter McGuinness
Chief Marketing Officer, Chobani
(via: Digiday)