I agree. It's a generic word since it has a generic meaning.

I know there's a big bias against 'business speak' among engineers. But a lot of the time, it's just a matter of abstracting in a domain engineers typically don't work in. It's useful to describe from the 'business' point-of-view since terms like this can be used to analyze the similarities across these similar 'content creation' type businesses.

I'm trying to think of a similar case where to an outsider, the 'tech speak' jargon a software engineer would use seems useless to an outsider. Maybe things like 'framework', or 'deployment', or 'library', or web application instead of web site.