So content is king. The message we share, the story we weave, the impression we leave with the reader. But this exciting new world of Content (let’s give it a capital C) is much more than the words. The impression you leave, the association with the brand can be enhanced or left flat by the medium you choose. The common, dare I say lazy use of pdfs could kill a fantastic argument stone dead. How much better and more compelling could it be to add some vision, some movement? Turn it into an ebook, add some animation, embed video and you can rise above the competition. Don’t be constrained by what’s expected and you could unlock a whole new life and audience for your tired old content. Refresh doesn’t have to just mean changing the date and title, you can revitalise an asset and make it work better than ever for you. Think interactive, deploy images and you won’t have to be so hung up on the words. Remember it’s about connecting with your audience and being remembered. And who is remembered for the boring stuff?