We need to stop optimising for keywords or trust signals and start optimising for new information. The most profound way to drive your visibility and growth today is by being original, valuable, and additive rather than following and reflecting the consensus of what's already been published in your niche. It's time to invest in journalists and journalism to not only tell your story but also find and flesh out new stories to create content that's worth reading, rather than content as a secondary seasoning in the marketing mix. Using data, case studies and proven successes, I'll explain the qualities that quality content must possess, offering specific examples attendees can immediately apply. I would also explain why, at a time where there have never been more journalists available to hire, brands should be bringing them in-house to go beyond mere content marketing and thought leadership and in fact be news sources within their own niches.