Is it too late to rant loud enough to rid the communication landscape of the term "content"? Yes, it probably is.

In fact, it probably was in 2009, when Garrison Keillor responded to a question about how he creates "content" for A Prairie Home Companion:

I sure wish we could get rid of that word 'content' to refer to writing, photography, drawing, and design online. The very word breathes indifference—why would one bother about the quality of work when it's referred to as 'content'? … I loathe the word. It's like referring to Omaha [Beach] as a development.

Of course, I critizize "content" from my uncomfortable position as a slickster who edits an ezine called ContentWise.

As a writer for a leading "custom content" company, who has no better idea of what to call it. How else do you refer to all manner of print, online and video. Communication stuff?

And as a silly man who is actually looking forward to attending an event in September called Content Marketing World—in Cleveland, where they used to make real stuff, like steel.

Now, in Cleveland, they make content. Or they strategize about making content. Or they convene about strategizing about making content. How can this possibly be a positive development for the country?

The content has left the barn on this one, I know.

But that doesn't mean we have to be content about it.