"Content is a horrible, horrible word..."

"Content" is especially horrible when paired with "optimize."

Jason Aspes I see your point about once a particular work elevates itself from the poor quality or ineffective detritus, it deserves a proper name. Of course you could get more and more specific as noise becomes content, content becomes poetry, a poem becomes a sestina. But we need, at a broad, aggregate level to differentiate works of relevance, value and effectiveness to individuals at scale, from those merely pumped out and spewed threw owned media and placed in front of you through media buys. Scott Omelianuk Agencies should be trying to differentiate between marketing push and content pull. That's why in our definition we say "works of such value and relevance people CHOOSE to spend time with them, save them or even share them." I concede we need an overarching term and grant you that "content" is what the world has settled on as a generic term. Some works deemed high quality have no relevance or value to an individual or group. Pushing those irrelevant or out-of-context works, will be ineffective. Content need not be an oeuvre or a tome. Something short, timely and helpful can be of great value. The science of listening and matching content to right audiences is crucial. So I am not suggesting a snob approach.

Christopher Graves, I guess I am trying to make the opposite point. That content is the noise. Tweets, Comments, bad videos that no one watches, pre-roll commercials, half baked ideas that get rushed out the door, these are all content. When something proves to be better than that, when it rises above the fray - it no longer is referred to as simply 'content' and becomes something more... a film, an image, etc... we don't share 'content,' we share a film or an image or an app or a song. No one has ever said "Check out this content." And Scott Omelianuk, I have no issues with someone referring to what they do as a "film" or a "piece" if it's any good. But if it's not good enough, well, then it's just content.