Greg Satell:

The reason is that content isn’t really king. 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.

The word “content” is a useful stand-in phrase for certain discussions. But never delude yourself into thinking you’re a “content” person. You have better skills than that – articulate them.