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You don’t need it fully fleshed out, but you should absolutely have a rough idea first.
How you make that rough idea depends on the site or app.
A content-heavy site with little functionality will rely on a site deck, which is like a copy deck for a website. You can start out with just idea bullets.
A functionality-heavy site or app needs a few planning artifacts ahead of time. Service flows, journey maps, task flows, user flows. These can help you figure out what content goes where. Then you can make mini content decks that correspond to whichever one of your diagrams/maps that make the most sense.
And there are no hard rules to this. You don’t have to use these methods. You can use any method you want. The key is to have a rough plan beforehand, in a way that’s easy to explain to others.
I always start with the Information Architecture (IA) which needs some bare bones content/concepts to build off of, but the final content should be happening after the IA is agreed upon and wires have started. Otherwise you run into huge editing and update delays as sections change, merge or are deemed redundant in early design reviews.