What is it about the word ‘content’ that people dislike?

So, we are looking at adding some new content and tweaking our website as quite a lot has happened in the year or so since it went live, and one of our Californian contacts has said (and I quote),

“The word content makes me want to shudder”.

Dear God, it has taken publishers years to become comfortable with the c-word. What are we supposed to call it now?