Stop calling everything "content". It's a bullshit word that the dot-commers started using back in the '90s as a wrapper for everything that could be digitized and put online. It's handy, but it masks and insults the true natures* of writing, journalism, photography, and the rest of what we still, blessedly (if adjectivally) call "editorial". Your job is journalism, not container cargo.
-- Doc Searls (on advice to newspapers)