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In an essay nearly 20 years ago, Bill Gates famously declared that “content is king”. Since that essay was published, if you had a nickel for every time you heard that phrase repeated you might own your own a private island by now. But overused as that saying may be, it rings true nonetheless.

In an increasingly mobile and digital culture, consumers now decide when and where they receive content rather than having it dictated to them by providers. As such, in many areas of...