Good content brings visitors. Users are interested in content that is useful, easily consumed and memorable. A website that is empty of content is only an expense that is no use for anybody.
Google has built its SEO-motor based on user friendliness. Websites on top are successful mainly because they are meaningful and useful to users.
If the website contains outdated or random information it confuses the user and damages the reputation of the brand. Not to mention the sales lost or information not shared when the content is not even there.
Content strategy development can be a separate service or part of a website specification creation service.
The result of the service are principles and guides to whom, why and what kind of content to create.