Content, at the most basic level, is information. Content on the web takes a variety of forms: blog posts, social media posts, video and audio recordings, web pages etc. Understanding the purpose of content is key to producing high-quality work. It's meant to speak directly with a particular audience, such as customers, potential customers, investors, employees, or other stakeholders. Content can be well-written, researched and creatively conceived, but if it isn't speaking to the intended audience, it's not doing its job.