Newscred published a piece a while back on advice from CMOs on Content Strategy. Their spin was that Content Marketing was the most important thing in marketing. I disagreed but they still put my quotes in the piece:

While content marketing is imperative in any marketing strategy, it can’t be done without first understanding the audience. Edward Nevraumont, chief marketing officer at A Place for Mom, says: “Content is one small piece of the puzzle. And it should definitely not be your top priority.Your first job is to figure out the lifetime value of your customers and track them back to channels of acquisition. Then figure out how to optimize those channels. There is likely some content work in there, but focusing on that is putting the cart before the horse.”

Here is the full article: http://blog.newscred.com/article/advice-from-5-cmos-on-crafting-your-content-marketing-strategy/45a1ec1fa1a91131c698cdbc7213ed93