Your content can be the magic carpet on which your brand rides to the top of the search engines, social media shares and conversions, or it can be a cheap rug on the floor that no one notices. Worse still, it can be the cheap rug on your company's head that distracts consumers from getting to know the real you. That analogy changed directions mid-stream, didn't it? Point is this: excellent content engages, dull content makes you invisible, and bad content repels.