Content is crap. Nobody walks out of a great movie and says, “Wow! What great content.” Nobody who produces meaningful artistic expression thinks of themselves as content producers either. So the first step to becoming a successful publisher is to start treating creative work with the respect it deserves.
Generally, people don’t react well to the word content, especially people who are doing the work that makes that “content” valuable. Editors, journalists, reporters, writers, video producers and interactive developers don’t want to hear their work levelled in the way that “content” somehow manages to do. No one asks if it’s good content; they care if it’s a good story, a good video, good journalism. Content puts people’s backs up, because it devalues their creative efforts and reduces an article, a photo, a piece of hard work, to merely the fact of its existence. It’s about as insulting as calling it “URLs”.
Every day, at work, I write emails that require a collective term for text articles, image galleries, videos, interactives and perhaps a few other things too. I call them journalism, or pieces, or work, or news, or in extreme cases when I’ve exhausted every other synonym I list them as articles, images, videos and interactives. Every day, I deliberately avoid using the word “content”, because, as Greg Satell points out, it’s crap.