‘Content’ lives in silos. It’s homogenous. Interchangeable. One grain of wheat looks like every other grain of wheat.

Call your work content and you’ve already agreed it can be replaced. Call your IP content and you’ve commoditised it. Call your values content and you’ve admitted they’re just filler.

The choice of language allows the reader to internalise the idea that your work, passion, IP, writing, thoughts .. can just be swapped out for someone else’s and no one will notice.

And we wonder why the ‘paymasters’ no longer pay.

We used to write books, novels, articles, papers, plays, scripts - and if someone asked to see more - they might ask you if you have any more material. Nobody asked Joyce, Sartre, Camus, Hemingway, Borges et al if they had more ‘content’.

The word does the damage before anyone reads a single word you’ve written.