The word content seems to mean different things to different people. I think it’s far too broad a term. Practically anything can be considered content. So the word ends up meaning just “stuff”.
I distinguish between marketing/advertising copy and content copy like this:
Marketing/advertising copy sells a product or service. It’s meant to make prospects consider a brand, like it, take action to buy or find out more. It’s the copy you find in other sections of this portfolio.
Content copy is simply helpful or interesting information, or entertainment. It’s meant to make your prospects feel good about your brand so that they’re more disposed to buy from you. But it’s not overtly selling to you.
The following samples are B2C content I’ve written. You can see samples of my B2B content (blog posts and white papers) in the Business to Business section.