Whilst not wanting to downplay the importance of content – especially now that there are so many more channels to push it through, I believe that there is something else more important.
That thing is context.
Without context, content is meaningless and weak. Context adds power to your argument, makes it more personal, more timely and therefore that much more persuasive.
So when developing content, consider the context it will be received in. You’ll see the response will that much more positive.