Not to get all philosophical, but what does "content of character" mean apart from actions and words? If anything I'd say content of character is something we must infer from actions and words (and yes, actions are far more important than words, though in a public-facing position, communication arguably becomes a form of action).

> what does "content of character" mean

Interesting question.

I think the intent when talking about “character” is to look for traits that unifiy observations of words and actions.