"content" is just calling it what it is - the producer does something (writing) in exchange for money which has an output (content) that valuable to the consumer (publisher).

It's self-serving complaining about your publisher reducing what you do to its commodity form, while at the same time insisting what you do is more than that. Both sides of the transaction are trying to get a better price, and the art of it lies in the mystification (for the producer) or the demystification (for the consumer) of the commodity.

If you want to insist that what you produce for a living be called something other than what it is in a transactional relationship, then you need to do it outside the realm of transactions.

The complaint about "community" and "creator" is fair - but at the same time, it's companies trying to sell the benefits of some underlying thing they've created, by positing the social activity around that commodity as a special property of the thing itself (just like the author saying what they do is more than content).