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 @59034767 
I think the rot set in when people started advertising for "content-creators". That was getting it backwards.

You don't, or shouldn't, start a web site and then look for something to say on it. You first have something to say and decide whether a web site is a good medium for saying it. You may hire writers and graphic designers etc to help you say it better, but they are not "content-creators". 
 @fb21ba87 

Yes and yes