When it comes down to it, “content” is simply information.
And in an age of information (and opinion) overload, your content can contain incredibly valuable information and still be easily ignored.
This is the opposite of the “clickbait” problem. In that case, you have a compelling headline that leads to worthless information.
The ideal scenario is to have a great headline (effectively a promise to the prospective reader) that delivers on, and hopefully exceeds, the expectations created by the headline.
Ultimately, what you say (the information) is the most important thing, because the wrong information is simply not meaningful to the people you’re trying to attract.