I think that the people who have the most claim to using "content" in a useful and precise manner are designers! I had some conversations last night on Mastodon with design folk who noted that there isn't really any other good term, when they're thinking about the relationship of the structure of a web site etc to its content. I think that's a good point; my brief with "content" is less how it's used in design/UX circles (where it as a specific and useful industrial meaning) and more about how "content" has migrated into the mainstream, and particularly the C-suite ...

I actually edited the piece to include this qualification!

But in general, I think it's good if everyone, including designers, talk about the specific forms of expression they're dealing with, whenever possible. It might not always be possible!