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.