Relevant content is crucial in social media marketing. However, don’t think that social media marketing and community marketing is only about distributing your own content.
On the contrary: although well written, informative, useful, entertaining, funny, etc. content is important, it is by no means the end.
You should look at content as a story and as just one of the many elements of creating a community. Content should be produced in function of your community.
Your company probably has a bunch of media, tools, content, etc. However, no matter how strong your communication power is: people ultimately decide for themselves whether they find what you do worthwhile.
Conversation, dialogue, sharing, co-creation, collaboration and participation are key elements in social media marketing and in building communities.
A community is something you have to deserve. Share your experiences, thoughts, tips, etc. Provide value, and you’ll get value back.