diff --git a/main.go b/main.go
index 5475f53..26e9f91 100644
--- a/main.go
+++ b/main.go
@@ -278,7 +278,9 @@ func run(vars Vars, cmd string, args ...string) (string, error) {
 	env := []string{"ZS=" + os.Args[0], "ZS_OUTDIR=" + PUBDIR}
 	env = append(env, os.Environ()...)
 	for k, v := range vars {
-		env = append(env, "ZS_"+strings.ToUpper(k)+"="+v)
+		if k != "content" {
+			env = append(env, "ZS_"+strings.ToUpper(k)+"="+v)
+		}
 	}
 	c.Env = env
 	c.Stdout = &outbuf