You can tell a lot about a person and how they think about their work based on whether or not they use “content” to describe what they do. A photographer who says that he is creating “content” for his YouTube channel is nothing more than a marketer churning out fodder to fill the proverbial Internet airwaves with marketing noise.

“Content” is the black hole of the Internet. Incredibly well-produced videos, all sorts of songs, and articulate blog posts — they are all “content.” Are short stories “content”? I hope not, since that is one of the most soul-destroying of words, used to strip a creation of its creative effort.