From the article intro: "With every skirmish in the ongoing war over SEO hats, I inevitably hear someone say “I built great content, and no one cared – content marketing doesn’t work.” I’m not here to deny it – sometimes, “great” content falls flat on its face.
Part of the problem is that we throw around that word like it’s self-evident (“Build great content! Tada!”), but the other part is that we just don’t give our own content a chance to succeed.
Too often, it's not the fault of the content or even Google, but what we do (or don't do) after we create that content.
Here are a few ideas for evaluating “great” content and putting it into action…"
Read more: http://www.seomoz.org/blog/why-does-great-content-fail