Content without readers, isn't content. It's merely words.

There is a debate, currently, that has both sides swelled with pride and blue in the face, fighting their positions. There is a constant struggle for leverage and a back-and-forth over what really drives the heated topic. This battle is waged over digital marketing. The dueling sides represent content and conversation.

There is validity to the argument that content is ultimate ruler of the digital world. With the abundance of advertisements that consumers privy to every day, it is important that the message stop them in their tracks. We don't want a passing glance. We want an open-jawed, doe-eyed reaction. Only relevant, rich content gets the fingers from the smart phones and the eyes from the news feeds.

“Have something to say. Say it often. Be interesting. Sound familiar? This is essentially the content publishing model,” says Michael Greenberg on the Multichannel Merchant Marketing blog. It makes sense.

People want lively content. They want to be made to feel something. They don't want to be told to buy a can of soda, they want to know why their life will be better off with that can of soda.

Content is vital in making a connection with our consumers.

The only problem? There are millions, literally, of websites out there with fantastic content but not a soul knows about them. The digital world, whether by means of social media or mobile messaging or any other method of connectedness is driven by the user. Information only flourishes online if the users are spreading it.

[INFOGRAPHIC] Marketing Pilgrim

Some interesting thoughts to gleam from this image. If someone is influenced by an online ad, the majority are influenced by the ones linked to peers. 45% of social media users converse, comment, and interact on the platforms.

64% of parents use social media to learn about brands. The parents are turning to reassuring indicators about brands like number of followers, 'likes,' positive and negative comments, a brand's ability to address negative feedback. Nearly all of these indicators are user-generated.

ChannelAdvisor, an international online media platform provider, conducted a survey into the relationship between online shopping and digital media usage. The results overwhelmingly fall onto the side of conversation being more important, today, than content alone.

Scot Wingo, CEO of ChannelAdvisor, in an interview for TechJournal, looks at digital marketing and the means of delivery differently than Greenberg, saying, “The survey reveals how influential social networks have become, as well as their potential to drive e-commerce moving forward.”

The interview, also sheds light on some interesting percentages that further the point that conversation and interaction are current title-holders in the online realm. “90% of shoppers around the world who answered the survey said they read product reviews from other shoppers before buying, with 83% saying the reviews affect whether they actually purchase an item.”

More importantly, “Google continues as the clear number-one choice globally among online shoppers as a starting point for product searches.”

Unfortunately—but not in regards to this post—content isn't enough to be able to take advantage of Google's capabilities. The more shares, comments, and likes you acquire are for more valuable in carving out a pristine position on the Google totem.