Yet again, the IT industry is charging towards its next big meal ticket: Enterprise Content Management (ECM) is the buzz phrase of the day, and Knowledge Management is taking a back seat as the AIIM expo struts its stuff. Nothing new to us. KM concepts are key to creating content value, but the opinions and insights of individuals inside and associated with institutions are shaping content value at least as quickly as structured content systems and sources. A Delphi Group study points to collaboration being the number one interest of ECM implementers (74%), followed very closely by enterprise search, single signon and content management. The collaborative note is key to today's content environment, and leveraging that collaborative energy will be central to identifying and creating the content that is most valuable within collaborative contexts.