Content building in its simplest form is a very effective way of connecting with your target audience. It also plays a huge role in showing how knowledgeable and credible you are to people who don't know you or your business.
A person in business who never or seldom invests time in developing content almost always has to rely on hard selling tactics to get sales or get the attention of potential investors. Once that person relaxes on hard selling, sales may also decline.
A person or business who invests in content development will always generate inbound enquiries - these are people who connected with your content and are interested. These are the best leads, because these are almost always ready to buy.
Forms of content
Youtube videos, uploading images with relevant captions and your contact information and writing articles on various platforms.
These also come in handy as social proof that you have been in your industry for some time.
Consider this scenario; After doing an online search for a clothing business you come across a business that claims to have been in business for 5 years yet, upon checking you realize the business has no content to prove it. Then you find another one that claims to be a few months old however, it has articles all over the internet discussing various types of fashion. Which business would you be more comfortable shopping at?