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Back in the 90s when the web was young people started saying that in order to get people to look at web pages, and then come back and look at them again, they must have content. They must have something to say that people would want to read. By "content" they meant that -- something to say -- at a time when many people were putting up websites with no content but lots of jiggling graphics and other stuff to demonstrate their self-defined cleverness, but it was quite clear that they had nothing to say. You're n ot going back to look as yet another "animated" (ie jiggling") graphic thingy. So content was used to mean, well, content, as opposed not no content. It's got rather debased since then, but  it did originally mean something.