Companies need Content. It also has to be useful and interesting content to engage with their current and potential customers.
Content is designed to be shared, think of it like when you were a kid and you blew the dandelion seeds so they spread and grew somewhere else. You're content should be like that, compelling and educational so your followers and fans want to spread it on their social media and websites.
Content can come in many forms such as a blog, video, social media post, photo, slideshow, or podcast. It's considered pretty vital for a successful Inbound Marketing Strategy as it can improve the effectiveness of everything from website traffic to lead conversion to customer marketing.