In our world, we have watched rich content rise to the top of essential elements in any online communication. Search engines continue to evolve, helping users find the content they need, while sifting through stale content, ignoring it. So the website owner or email messenger or social media maven all know that without rich content, the business is floating in cyberspace, invisible to the online community.
Not only must all content be rich, it absolutely must be current and relevant. And that takes time and expertise.
Businesses work within budgets, so recalling the owner investment you made several years ago to build the site, or the time it takes to create relevant content, you might, as the busy owner, ask for a stay in the designer's nudging for quality, current content. But, we all need that nudge because SEO and the user/client/customer/patient demand it.
Eric Schmidt, Google's former CEO, is credited with saying "every 2 days now we create as much information as we did from the dawn of civilization up until 2003." Given the equally famous phrase, " using the internet is like drinking from a firehose" [occasionally credited to Mitch Kapor as a variation on Jerome Weisner, among others] and thinking about how much information now lives in that firehose, it's important, as owners, to make the investment in current, relevant, rich content if your goal is connecting with your customer.