Back in the heady days of my career as a technical writer — which, as it happened, more or less coincided with the heady days of the Internet going mainstream and the dot-com boom — we used to talk a lot about “content is king,” i.e., the most important thing. Of course, people said a lot of things back then that later got re-evaluated.
“Content isn’t king, conversation is king. Content is only something to talk about.”
–Attributed to Cory Doctorow, but I can’t confirm that.