If you stop to really think about it - and Torrey Podmajersky has - everything is content. 

We think of content as the words, pictures, and recordings that we view online and in apps and other digital products.

But even when words and illustrations are removed, the graphical elements and technical experiences that surround still them convey meaning, which is the main job of content. 

Therefore, everything is content. 

https://ellessmedia.com/csi/torrey-2/