The frontiers in these industries are varied, but I will give it a shot.
With search engines moving away from a "number of links" based ranking method to a "website quality" score, it is more important than ever to spend time creating content that your audience will benefit from.
This is the concept of content marketing.
Is it any wonder that Betty Crocker has done so well all these years? They got it right decades ago. Create valuable content that our customer base will enjoy. This furthers the ever-important top-of-mind awareness that businesses need in the ever increasingly referral based society. We can quickly assess the legitimacy of any organization by visiting their website and social media properties. Do they have a real customer base? Do they continually add value?
These are the questions that must be answered by brands in the coming years. Those that are not adding value to their customer's day will be left behind and replace by someone who will.
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