There are few words in the marketing lexicon more odious than “content.” It is a conceptual insult not just to our industry, but our entire identities, a buzzwordian affirmation of every creative professional’s innate dread that the entirety of our daily output is totally meaningless. We’re not illuminating truths or exposing injustices or furthering human connection — we’re plugging time holes with face snacks. It’s an aggressively unspecific word, a catch-all phrase that can incorporate any kind of media or format or abstract occurrence. It is a top-down word, infused with inequality; it is not a thing anyone strives to…

Jeffrey Dinsmore

Jeffrey Dinsmore is an LA-based writer/ACD at Digital Kitchen and cohost of the Dad Jeans podcast ( Follow him on Twitter: @jeffreyd.

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