Oh, “content” — the word marketers love to toss around as if it holds the secrets to the digital marketing universe. But have we ever stopped to ask, “What does ‘content’ actually mean?” Spoiler alert: it might be even more ambiguous than we thought. While the dictionary gives us a tidy definition, real-world usage proves the subject matter is much messier, especially in the content marketing world. From emails and infographics to memes and blog posts, just about anything and everything is considered “content” these days.
So, let’s take a step back and have a little laugh at ourselves. We’ll dive into how we marketers use (and possibly overuse) that innocent noun, what it means to us versus everyone else and how this tiny word somehow became the backbone of entire strategies. If you’re ready to get meta about the thing that powers our industry, we promise you’ll feel a sense of contentment after reading this.
Content Marketing: How Everything Becomes ‘Content’
If you work in marketing, you’ve probably been guilty of tossing around the phrase “valuable content” like it’s a magical key to success. In our world, great content and valuable information are the driving forces behind brand awareness. But when it comes to actually filling the word content with meaning, we won’t exactly deliver the accuracy worthy of a dictionary definition.
That’s written content. Videos? Definitely high-quality content. Plus, you can repurpose it as social media content, so you’re hitting two birds with one stone. A random GIF of a cat? Weirdly enough, that counts too! A “content strategy” has become our industry’s catch-all, describing everything from product descriptions to live-streamed Q&A sessions.
But it’s not just about variety — it’s also about the obsession. Marketers have an insatiable need to label everything as “content creation” because it gives a sense of purpose. Whether it’s a 500-word blog post or a single tweet (or whatever we should call those now), each piece of copy is there to fulfill a mission. It’s supposed to attract eyeballs, spark engagement or simply remind people that, yes, your brand still exists. So, why do we slap the “content” label on just about everything we create?
Here’s a quick look at what “content” can include:
- Blog posts: These long-form gems are the backbone of SEO strategies and often provide detailed insights on a particular topic.
- Social media posts: Quick, engaging and visual; social posts are the snackable content everyone loves to share.
- Videos: Whether it’s explainer videos or live streams, video content is perfect for grabbing attention when your audience can’t flip the digital page.
- Emails: From newsletters to product updates, emails are essential for nurturing leads and maintaining brand loyalty.
- Memes and GIFs: Yes, even these get the content label because, hey, if it sparks engagement, it counts!
So, whether you’re posting a selfie or sharing an article, just remember: in the marketing world, it’s all content, and it’s all part of a bigger picture.
So, What Is ‘Content’? Dictionary Definition vs. Social Media Definition
Let’s get one thing straight: While marketers love to break down every blog, tweet and video into granular definitions, the average person doesn’t stop to think, “Ah, yes, this is content!” For consumers, content just… exists. It’s a funny video, a relatable meme or a how-to guide that helps them solve a problem. But for us, the term is a full-on industry playground.
When you look at the dictionary definition of “content,” you’ll find it’s typically described as something contained, like in a book, article or even a glass of water.
Merriam-Webster defines it as “something contained,” “the topics or matter treated in a written work” or “the principal substance (such as written matter, illustrations or music) offered by a website.”
Not exactly groundbreaking, right? Now, compare that to how social media has shaped the word. On platforms, “content” is whatever grabs attention, stirs emotions or prompts that irresistible urge to double-tap. It’s more about the moment than the medium.
And let’s not forget: not all content is created equal. Different formats cater to different needs:
- Binge-worthy videos: Perfect for those “I’ll just watch one more episode” marathons. Think tutorials, documentaries or even cat videos that run a little longer.
- Quick social bites: These are the short, snappy posts on platforms like X or Instagram that get straight to the point. Often entertaining, sometimes informative — always scrollable.
- Info-packed blogs: A go-to for those who want more depth. Blogs can be as versatile as they are informative, from behind-the-scenes storytelling to how-to guides.
At the end of the day, the content we create as marketers may not match up with what the term means for our audience — and that’s okay. A carpenter also sees something different in a hammer than a participant in the Scottish Highland Games. It’s about delivering what people need, not what we think it should be called.
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The History of ‘Content’: A Noun, a Buzzword, a Marketer’s Dream
While it’s not necessarily bad that content marketers live in their own world when it comes to how they refer to you-know-what, it’s good for both them and their clients to be aware of it. First, because it makes for more efficient communication while discussing marketing strategies, and second, because it helps business owners adopt the same strategic mindset tied to that language use.
If you insist that content should remain a humble noun solely referring to the stuff inside things or someone’s character, I’m not going to argue with you. But somewhere along the line, marketers got a hold of that term and turned it into a buzzword. That’s just the world we live in today, and neither you nor I can change it.
From its original, simple definition, the term has morphed into an entire industry. These days, “content” encompasses everything from heartwarming brand stories to, yes, the occasional explicit lyric warning. (Who knew you could market educational content and parental advisory labels with the same word?)
So really, you have a choice. Either you tell yourself that all marketers should buy a dictionary, or you ponder the possibility that sometimes, there may be certain value in approaching content strategically. That doesn’t mean you have to recommend “great Netflix content” to colleagues; it just means you’re more conscious of purposely crafted opportunities created by material related to your brand.
How To Make ‘Content’ Actually Mean Something
We’ve all been guilty of throwing around the term “content marketing” a little too liberally. But it’s time to dig deeper and ask ourselves: does our content actually mean something? Beyond the hashtags and analytics, the real magic lies in creating content that has substance, resonates with our audience and, yes, drives results.
For starters, let’s ditch the jargon. Instead of obsessing over buzzwords, let’s focus on building connections. A social post should do more than fill up a feed; it should inspire, inform or entertain. And when we create a blog post, it should go beyond just ranking on search engines; it should deliver insights our audience can actually use.
So, how can we make “content” meaningful? Here are a few tips:
- Define clear goals: Before creating anything, ask yourself what you want it to achieve. Are you looking to drive engagement, inform your audience or showcase your expertise?
- Prioritize quality over quantity: More isn’t always better. One impactful piece of content is worth a dozen that say nothing at all.
- Adapt to the platform: Different types of content work better on different platforms. TikTok is great for quick, engaging videos, while long-form blogs can make for great opportunities to dive deep, either on your own site or through repurposed content in your newsletter.
- Measure what matters: Track metrics that align with your goals, whether it’s engagement and conversion rates or time on the page. Let these insights guide your future efforts.
Ultimately, content should do more than just exist — it should provide value. When we focus on creating content with a purpose, we give our audiences something to remember, and the term “content” might just start to live up to its name.
