Content is the currency of branding
Here is a long and excellent article, titled “Content is Queen” by Ashley Heather about the evolution on websites. He states, “Years ago, it was often sufficient to build an amazing site. Word would get around. Consumers would find you. But, no longer.” He goes on to explain that, “The early web was a no-nonsense information delivery system, it has in the last decade been steadily morphing into sophisticated entertainment.”
A few years ago websites were essentially brochures and catalogs, with content that was distinct from the editorial and news found on blogs and in traditional media, which in turn was distinct from social content. The future of the web is that this content is becoming fused together. Now brand builders have to weave together expert content with the vast profusion of user generated content to deliver a useful and engaging experience.