I once took a videography course where the teacher kept reiterating one point: it’s all about the content. It’s true in photography as well. No matter how beautiful the lighting, or how sharp the image, the photo is just not going to be interesting if the actual content is lacking. I often fall in love not with the quality of the picture, but with what the picture is about, the feeling of it.
The importance with good content is carried over to my wedding photography. Capturing an emotion or facial expression is crucial, and while lighting and other technical details are very high on the list, they come slightly later.
For me, photographs are about the feelings they evoke in the viewer… and the content has a lot more to do with it than anything else.