Kristina Halvorson was talking about the importance of web content way before others chimed-in on the discussion. In her book, Content Strategy for the Web, she makes the case for having a well-thought out strategy that involves getting others in the organization on board early on, and not leaving content as an after-thought to the design process.
Recently I had the pleasure of doing an interview with Kristina for WebDesigner Depot. The timing was great since she and Melissa Rach have revised the book which was recently published in a second edition by Peachpit.
Check out the interview on WebDesigner Depot and do yourself ( and your team) a favor and invest in your content by getting a copy of 2nd edition of the book.