I have a bit more sympathy with the phrase "creator" -- if one, say, blogs and does podcasts and creates video, it may be more handy to call oneself a "creator" or "creative" rather than name-check all those different hats. And "creator/creative" at least has a nod towards the spark of human ingenuity needed to do those videos/posts/podcasts ...

But "content" is just so bland, as a word and as a concept!