Content marketing needs to be at the heart of your SEO efforts. It has always been that way, but is even more so now because Google is so much more effective at understanding the context of content and how it is shared, etc.
Everything you do has to drive content, and the rest takes care of itself.
People will come to your site because you have good compelling content. You need to hit it from all angles: blog posts, articles, graphs, data, infographics, interactive content - even short pictures when you Tweet.