You require content regularly for different purpose. The content of your website should be updated regularly for ranking purpose also.U can improve the content by
1)Content heading should be eye catching- It can attarct the readers to read the article or contnet of website
2)Right keywords-Include all imporatnt keywords in article or content
3)Originality-The contnet should be original and not copied from some other links
4)Be Precise-The article or the content of the website should be short and precise because nobody will have the time to read the long content
i completely agree with you.