ok leave it . the word content is hyped like anything.
good storyline is content for aamir similarly good masala inputs like action,comedy,item songs and romance is content for salman khan films.
earlier 10-15 years ago romance is content for srk movies.
otherwise there is no reason why content film swades is flop.
in salman films
content=masala inputs like action songs dance comedy
in aamir films
content= good tight story screenply
in srk films
content=romance (he got 95% success in romance)
I hope u got it.
but the main point is how much u score if u have given liberty to make movie of your choice. of your content.