The good advice is to ensure your website has the information people need when they need it. Producing quality content that answers queries, gives information, engages, entertains etc. is just one aspect of content marketing.
Getting your message out there is vital. What you produce and how you promote it is equally important. Do you write then promote or consider where you are going to promote and write accordingly?
Content needs to reflect customer need but finding where your customers hang out, what they are talking about and what they need are part of the mix.
It makes no sense whatsoever to take the time and spend the money required to put up a website, and then not take the steps to communicate with the audience who find it, in the most persuasive way possible. The problem is that when it comes to online business be it eCommerce or not, most people are just plain lazy. They have somehow developed a disconnect between the rules of the real world and the online world. They have assumed that all the rules of politeness, hosting, communication and marketing do not apply online. They have decided that because they are online they don’t have to engage, entice and ensnare their customer base.