"Content drives traffic to a Web site, helping you to build your audience, but only if that content is presented in ways that search engines can understand" - Richard Seltzer
Your content must be "presented in ways that search engines can understand". Webbers refer to "spiders" that crawl the web for info to help organise and rank content for search engines. So to continue to run with this theme, if you don't leave out some flies or know the culinary delights of the arachnid, there will be no dinner for the spider and no ranking and search results for you. Your quality content will remain locked in the detached warehouse where not even the spiders can find it.
Non Web-based Marketing
Essentially, the same can be said about regular marketing channels like print and television. Great content or a great product is integral. But this is only potential power. I seem to be obsessed with the bottled water industry of late (http://thrillofenterprise.blogspot.com/2009_02_16_archive.html) but for good reason. This industry serves as a valuable reference for the power of marketing. The truth is, you could tip out five bottles of water into plastic cups and have a group of individuals taste and discuss. Perhaps there will be a bottled water fanatic whose finely tuned palate will be able to discern between the clear and flavourless line up. But chances are the differences in taste are negligible.
My point? As much as we could like to consider ourselves immune to brand marketing, branding is a powerful thing. Even if we were informed that two products were produced in the same warehouse. We are loyal to what we know and trust.
Quality content or a quality product is unfortunately not enough. Sure it's potential power. But you need more. You need to study the spider and his culinary habits. The good news? The spider is always hungry.