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Some of it depends on how much your content is planned to visually integrate with the design itself. On some sites, in a way content *is* design. Others not so much.
Personally, if it were a new project and I truly "want it done right" I'd wait until at least a basic wireframe of the site was created, to have an idea of at least the layout & dimensions.
Also you're not totally clear whether you mean producing the content, or just purchasing/selecting it, or actually populating the site with it...
edit: Yeah, just turn off SE indexing while it's in development as Markul says.
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