Content is not 'lots of words to help me rank higher.' It's every form of communication that passes information: Product descriptions, photography, blog posts, articles, white papers, video... Everything.
Content drives your entire business:
- It carries your message to folks who discover you
- It reinforces that message to folks who search for you
- It controls communications with the public and the media when things go right (or wrong)
- It tells potential customers about your products
- It supports current customers
Content affects every channel: Paid (think of Google Adwords), earned (think of 'organic' search and social media) and owned (your own web site).