I agree with Harry, just not the Tool MA suggestions :-).
Most people are far underutilizing
their content assets. Content is used Top, Mid, and Bottom of funnel, and can be measured for effectiveness in each role.
Top of Funnel is lead generation. That is blog posts and specific calls to action such as webinars, downloads, free training, etc.
We've run tests and have proven that content-specific calls to action produce up to 1200% more leads than generic 'subscribe to our blog' CTAs.
It's stunning that most websites only have the lackluster subscribe to blog or the Bottom of the funnel 'contact us' or 'request a quote' calls to action.
The problem is, you are missing 94-96% of your potential leads - who are Top of Funnel, but aren't likely to subscribe to your newsletter or blog -- too generic (which is why it takes multiple visits to get any action there).
Having strong Top of Funnel lead gen allows you best advantage to influence (nurture) the lead through Mid and Bottom of the funnel, gaining relationship and influence all the way. It's your best chance for a value sale and safest guard against the price battle that erodes your margin and ROI.
Reducing content ROI to social media is shortsighted. Social has a role, and likely a Top of Funnel one, but pushing/promoting a blog post for example, that doesn't have a strong lead gen call to action that is a match/ tempting extension to the content in the post, is an underperforming content strategy that doesn't build your own leadership among your target audience. It's not just eyeballs on content, it's engagement that delivers results and value. To your visitors who become leads AND your organization.
But first you have to give up the view that it's all about YOU.