This is a question that I think resonates all content marketers. From my days in broadcast television news, we spent hours and hours discussion whether a story would generate enough interest to drive viewership. Now in the digital/social communication world, it is even more of a legitimate discussion.
In-order for organizations to take ownership of their brand message, they have to become their own content marketers. They have to create home bases for audiences to navigate and social strategies to generate conversation portals ultimately for content discovery.