Chances are that if you are in anyway successful in the market place then the answer is yes.
The content you create is who you are. In the same way that a man is judged by his deeds; in the online space a company or individual is judged by the content that is attached to their presence.
People consume so much media online that the only way to be noticed is to be exceptional. Our hyper connected society is able tell almost instantaniously whether something has merit or not.
If you are not the ones who are developing content of merit you will fall into the abyss of billions of other pages of also-ran information.
In order to win in this environment you need to leverage the technical and connection possibilities that the internet affords to demonstrate your expertise and understanding of the needs of your customers.