CONTENT The title of the 2011 Gang of Four album A gap to fill, as Dave Trott describes it “Everyone is so busy trying to keep up with new technology, no-one has time to think. Everyone is so busy creating content to fill gaps, no-one has time to question what goes into the gaps. Or whether the gaps are valid or necessary.” Dave Trott, Campaign 13 May 2016 As a copywriter, I do question what goes into the gaps. Because more often than not, content is just glorified catalogue