At some point in the last decade, the industry settled on “content” as the catch-all term for everything brands make. Blog posts, videos, social posts, podcasts, whitepapers — all content. All interchangeable. All to be produced in volume and measured in clicks.
We stopped using the word internally a while ago. Not for ideological reasons, but for practical ones: when everything is content, nothing gets the attention it deserves.
A well-crafted film for a brand launch is not the same thing as a product photo for Instagram. A long-form essay about an industry trend is not the same thing as a tweet. Treating them as variations of the same thing leads to treating them with the same level of care — which is usually not much.
We talk about making things, instead. Films. Stories. Arguments. Campaigns. Images. Each of these words carries more weight, more intention, more craft. And that framing changes how we approach the work.
Words matter. Especially when your business is words.