One way would be to load a default value into an Application or Session variable. Then, check the querystring value and assign it if it has something in it.
In your global.asa file, or on the first called page of your application...
Application("qs")="querystringvalue" (or, use Session("qs") if you like)
this value is then available from any subsequent page.
Then, on your pages....
qs= Request.QueryString("content")
If qs="" then qs=Application(qs)
At this point, qs= the passed querystring content if there was one, or else it = the default value if not.
Tim