Is there a more soul-less word in the advertising lexicon than ‘content’? It’s not as annoying as ‘gamification’. It’s not as ugly as ‘filmic’. It’s not as blatantly deceitful as ‘brainstorm’ or as unfathomable as ‘tissue session’. It’s just ‘there’: a word which can mean happy and filling, but which we use in a way that is sad and empty.