That is not very accurate. The content field will look into packets and if matches will drop them. But that content could be found on other websites and will cause those websites to be dropped. And in case it is a secure connection, like https it can not read the packet content.
The safest way if you want to block a website is to add a static entry into dns, and redirect all customers transparently to your dns cache. That way the webpage they will be looking for will be resolved into your dns static entry.