It is almost frightening how little time, attention, and budget are given to website content planning, strategy, and production. While design is certainly important, it is NOT the most important part of the UX. Content, on the other hand, IS!
I will confess that we have been complicit in enabling our clients to put much too little emphasis (and budget) on the planning and production of quality content. In recent years, we've had increasing success at convincing our clients to allow us to help them develop their buyer personas (which is a hugely important thing), but way too often the overly simplistic expectation is that content creation could be measured in minutes per page rather than hours or days per page.