On today's Web, buying decisions are influenced less by the grand, sweeping programs that take old marketing and put a fresh coat of social paint on them. On today's Web, buying decisions are influenced more by specific, hyper-relevant pieces of content that your brand creates to get in front of potential purchasers at the contextually-perfect time and place.
As search becomes ever more interconnected, and websites begin to routinely change dynamically based on your search and browser history, your ability to create and optimize individualized pieces of content (blog post, photo, video, tweet, status update, podcast, PDF, presentation) reaches critical importance. If someone is looking for "chocolate ice cream" you need to have content pieces to show up on that radar. If someone is looking for "ice cream sandwiches" you have to cover that base – as well as possibly hundres of other keyword combinations.
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