The content business is driven by “there’s an audience for that”, its panel discussion at content and innovation gathered in New York City by strategic digital media investment firm Forward Ventures, publisher of ContentBytes, revealed today.

Content is paramount to companies creating content and users engaging with that content. Content can drive user value and sustain it.

“Content is content and becomes less than a task when it doesn’t work anymore,” producer and journalist Tony Haile said of creating good content.

“We are trying to figure out how to turn this information into something that can be read and helped,” said Accenture’s Risa Kramer.

The panelists and one moderator used different techniques to get at the content: narrative storytelling, timeline and storytelling through anecdote.

The panelists came from a range of companies. Xcellent Creative, a diverse panel of designers and artists, by mandate of its clientele, is a storytelling-focused agency. Meanwhile, Google employee David Hyman has spent his life building content for their online services. Hyman has represented digital content “from code” to a curated collection of content for brands to use in their products, he said.

As the panelists discussed different ways to create content and create stories, HowMuch.in founder Rishi Jaitly asked the panelists to identify three questions they could ask to bring audiences along with them.