Keywords used to reign supreme with regards to SEO, but those days are long since past. The rules of SEO have changed from a keyword-centered scheme to a topic-driven approach. Content marketing is a vital part of inbound marketing, where the goal is to move your potential customer to where you want them to go by giving them valuable and compelling content.
Your site's content should be relevant to what your site is about and not randomly packed with keywords. Your content should be engaging and seize the user's attention straight away. It is a vital building block in creating content for your website so that it won't have a high bounce rate. Don't fall behind your competitors with antiquated thinking about how content should be created to improve your SEO. The key is content, not just keywords.