One Man & His Blog

Your work is better than "content"

Your work is better than "content"

Anything truly creative is more than just content.

Om Malik shares my hatred of the word "content":

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.

When I first became self-employed, back in 2012, I flirted with describing myself as a content strategist, but I just couldn't warm to the title. The above quote is exactly why.

This isn't just semantic pedantry, or an arrogance born of my journalism past. As Om puts it:

[…] words matter, and we can choose which ones we use to talk about what we produce and the things we admire and cherish. I encounter so much imaginative work on the web, and I guess I just can’t help but be peeved when I hear it discussed (often by the creators themselves) as if it is essentially marketing copy.

Please aspire to be more than a producer of content.

Written by

Adam Tinworth   Adam Tinworth

Adam has been a blogger for over 20 years, and a journalist for more than 25. He currently works as a consultant and trainer, helping people do better, more engaged online journalism.


Sign up or Sign in to join the conversation.