Cory Treffeletti wrote a very good article on content. Cory is president and managing partner for Catalyst SF.
Taken from the article:
The debate rages on regarding which is more important for online marketers, content or targeting. Well, I have the answer. Content will always win!
I’ve come at this question from a couple different angles and the winning argument is quite simple: Content can survive, and thrive, without data targeting, but data targeting cannot live without content. Simply put, if you build good content people will find it, but if you have crappy content, no amount of data or targeting can save you — because your audience, no matter how targeted, simply won’t engage!
Its similar to that age-old truism in marketing: Great advertising cannot sell a poor product. You can’t make consumers purchase a product that simply doesn’t work for them. In online marketing you can’t push an ad lacking a fair value exchange for the customer, regardless of how many data points you use to deliver that ad. A fair value exchange, or at the very least something that grabs their attention, is what good advertising is all about.