I also have a natural aversion to this phrase for some reason. "Content" to me evokes endless clickbait, YouTube video review spam, listicles, submarine articles, etc. When I see someone comment on something along the lines of "this is great content"-what I really hear is "this is recognisable as high-effort / professionally produced in a marketing context", it says nothing to the substance of the thing, what novel ideas it contributes, and so on. I also recognise that this is a very reductive way of looking at the world so I don't take it too seriously.