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contents is a word I like
Dealing with CMS, online A/V, KM, blogs, editorial, etc., (and agreeing with your critique of "content"), I find that the word "contents" comes in handy. Sometimes, one does have to speak about "contents". I would saying "the contents of Doc's blog", but, in common parlance today, most would say this as "the content on Doc's blog". Part of the reason for this, I think, is the portability of contents (i.e., contents are no longer inherently "of", but ephemerally "on" or "in"). But, otherwise, I agree with your take on the desperate marketing of the "content business".
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