Here’s a post in which I will attempt to destroy the word “content.” First, I acknowledge that this war has already been lost. Most of us who write, filmmake, shoot photos, teach courses, make radio, or do anything creative have already surrendered.

I will not.

I’m not so selfish to demand anyone else die on this hill with me. I judge no one. We all have to do what’s best for ourselves and our loved ones. Our culture makes it hard to treat the work of writers, podcasters, journalists, teachers, etc. with the minimum respect it deserves.

The first reason this usage of the word “content” is so bad is that it was created by advertisers to refer to “you know, that stuff that’s between our ads?” As a person who crafts advertising for a living, the irony that I’m bringing this complaint is not lost on me, but…

…it’s particularly devastating because, for 15 years in commercial production, I’ve been trying to spread the gospel to every customer that, actually, their money would be better spent making something good, you know, like the stuff their usual ads run before and after.

Advertisers, like everyone else in this economic system, have an incentive to commoditize every part of their value chain that isn’t them, so they deployed the most demeaning word they could: “Content.” You know, like “filler” or “noise.”

The dictionary definition of “content”: n. That which is contained; the thing or things held, included, or comprehended within a limit or limits. You know, THAT WHICH, the THING OR THINGS, GUYS. We may as well just use the word “garbage.”

The second reason I hate this use of the word “content” is that its actual meaning has great utility in the creation of what the world is calling content 🤦‍♂️. Works of art and media are often discussed in terms of their “form and content.”

When writing a script, discussing a concept or idea, etc., it’s helpful to be able to refer to the “content” of the thing as separate from the form of that thing. But now the word just means everything created across all forms, all media, and all values of quality and intention.

The last reason I hate “content”: Creating good stories and artwork requires putting yourself into it. I promise I’m not being precious about this. I don’t think you need work really hard or take things really seriously to make something good. But you do need to give of yourself.

You, your point of view, your unique mix of interests, experiences, conflicts, talents, skills, DNA, intersections of weird-ass stuff—that cannot be commodified. Ever. When you internalize “content” as the objective, you orient yourself to creative work in the worst possible way.

We’re entering a golden age for artists, storytellers, and teachers of all kinds. They are inventing new media and genres and the very means of creation and expression. As easy as it is to take that whole rich landscape and call it “content creators,” I’m not going to do that.