Quality content is great, but it doesn't mean you're reading it. The fact is there is so much content on the web that the attention span of your audience is getting shorter by the day. There are too many ways to get information, not just through the web. So how do you differentiate yourself? You can make part of a conversation, but that is not enough. The key is to use your content to create value for your customers, so they will trust you or your brand and become a part of a conversation that is meaningful for them.