How much consciousness is there in complexity?

The notion of complexity currently receives significant attention in neuroscience, mainly through the popularity of the Integrated Information Theory (IIT). It has proven successful in research centred on discriminating states of consciousness, while little theoretical and experimental effort was directed toward studying the content. In this paper, we argue that exploring the relationship between complexity and conscious content is necessary to understand the importance of information-theoretic measures for consciousness research properly. We outline how content could be experimentally operationalised and how rudimental testable hypotheses can be formulated without requiring IIT formalisms. This approach would not only allow for a better understanding of aspects of consciousness captured by complexity but could also facilitate comparison efforts for theories of consciousness.