In the era of this-first and that-first thinking, I think we’ve always been leaning toward a content-first approach, even if we didn’t use that term. Content first isn’t copy first, any more than a “development-first” approach would imply the team immediately starts by coding. Rather, when we all approach a problem by first considering the content, we set ourselves up to wrestle with its purpose and communication goals. Does the new website need to convey a value proposition and empowered thought leadership? Then let it promote the biographies and podcasts of individual staff members. Does the magazine need to communicate our depth of research and commitment to unbiased science? Then let it form around articles that describe experiments and extensive trial and error. In either case, as writers, designers, and marketers, we come together around the content, first, to then plan our tactics. Our goals and their form drive the details and execution, as it should be.