Content is an integral part of any search engine. However, your website content should not be focused entirely on search engine keywords and keyphrases alone. You need to create intelligent content which will help to generate right response from your consumers as well as help to make your content viral on social media. A content which is powerful and provides some value to the visitors will help your business as well.
Content does not need to be optimized each time you plan to launch an article/blog or anything else. You just need to focus on quality content and along with that you just need to make few tweaks in the content which will make it easier for search engines to help rank your content for the keywords specific to your content.