Yes and no. Content creation does need to be ongoing, but there are ways to streamline and simplify the process. One of the easiest and most effective ways of doing so is to repurpose content. This entails creating content in one form and then reworking it several times in order to utilize that same information in other forms, as well. For example, you might write an ebook about an important topic in your industry. Then, you could take the chapters of that ebook, and edit each one to make them into individual blog posts. Next, you could create an infographic illustrating the statistics mentioned in the ebook. And finally, you could give a webinar discussing the content in that ebook. Not only does this approach lighten the content creation load, but it also allows the same content to be consumed by people with different tastes in content.