@writingslowly Here’s another lens. Ad-infested pages, sensational content, only in it for the money type of production. These usually carry the patina of newness (look here, familiar topic, repackaged just for you!) but nothing substantially new. And it works. Good enough repackaging gets enough clicks.

The corpus linguist in me can think of a two-step alternative: (1) no point in rescuing “content” from other words it attracts as you pointed out (block, provider, etc.) and (2) instead of a collective noun, think of a constructive metaphor. Obsidian fans talk about maintaining a digital garden. I think about Natalie Goldberg’s composting metaphor when I write in my journal, micro-blog here, etc.