Commercial publishing platforms and content management systems ensure that you can show different text, different data using the same template. When it’s about controlling hundreds of articles.
To short sentences, to many headings, images too large for the proposed in design, or too small, or they fit in but it looks iffy for reasons the folks the meeting can’t quite tell right now, but they’re unhappy.
Depending on the state of affairs it may be fine to concentrate either on design or content, reversing gears focus needed.