As people evaluate products and services as well as the organizations they might want to work with, they often conduct independent research.
They might go to Google or another search engine. Or they hop onto social sites to engage with their network. When they are evaluating options, whatever they come across for you and your organization is all there is.
What do they find?
Your job is to create the content that people will educate and inform and drive them into a buying process.
Incidentally, the same thing goes when people are the "product". If you are a consultant, or musician, or looking for a job, or using a dating app, you are also judged by the content you create.
What are you?
If you’re creating great content, it means you’re great!
If you’re creating crappy content, it means you’re crappy.
And if you’re not creating anything, buyers won’t even find you.