Content creation is one thing. Content optimisation is another. However, you can potentially create content that is optimised during the creation process, if you've got sufficiently talented staff.
One might consider taking a blog post, for example, and tweaking the title, meta description, image alt/title, h1, h2, first couple of sentences, last para, bits throughout. I won't go into all the things you can do in those places, but there are a handful of things that can make a massive difference in how well it ranks, right out of the blocks after the first pass.
As a hint, use of the 'z' in optimise, might be considered optimisation.