nostr:npub1typ5we79rr527q30467hfz8ptfy0h8gxpmfn7j64ak6pk6pv4rfszzc8hh 
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".