Content, the orphan of design as always. We used to call it information, that helped.
“Content and design are parallel, intertwined communication systems. They are fundamentally dependent on each other for successful outcomes. (…) Content and design can integrate right down to having repeatable variants and data references within design tokens. It’s entirely possible to integrate that deeply, and scale up content rapidly. So I don’t buy the arguments put forward so far that content doesn’t scale, or that it should be an afterthought.”