It speaks to the saying that "content is king".
This blogger argues that in fact content is not king, conversation is. I tend to agree.
The purpose of making good content is to spark conversation which is a much more valueable and influential connection than a one-to-many piece of broadcast content.
Its a bit chicken, before the egg but the end result should always be about sparking talkability because it drives ROI through the roof and also has the greatest impact on changing behaviour.