@59034767 Here’s a couple words I like to use instead of content.

Writing that isn’t an individual perspective or expression is called copy.

Video to fill in is called b-roll or stock footage.

Music that’s for the mundane utility of filling silence is called muzak, elevator music, samples, and even, some movie soundtracks. 

 @ff03c90c 

Yep yep -- those are all good and specific words!