Content is anything that you manage like content.
In informal, everyday usage not specific to design disciplines, ‘content’ primarily describes:
- groups or instances of a media type: articles, videos, photos, infographics, 3D models
- groups or instances of content types: Tweets, Google Ads, press releases, blog posts, recipes, Wikipedia entries
Content professionals might also use ‘content’ in this informal way.
In design work, and especially in content strategy work, content is all of the stuff that the organization decides is content. In this sense, content might be distinct from data, analytics, media, and files.
Defining what is and is not ‘content’ in a given organization, product, or information system is often the work of content strategists or information architects.