As a former SEO guy before going over to the dark side of pay per click, I really focused on finding keywords that generated traffic and ensuring our pages contained the key phrases. Content was an afterthought.
Now a few things have crystallized. Run a ppc campaign first before deciding which keywords to optimize. Optimize for the keywords you convert for and look for broad variations and create content around it.
Secondly, a quote I once heard applies to SEO and content.. If love makes the world go around, money greases the hub... translated means content may make the world go around, but SEO greases the hub. Writing articles or content for web consumption without an understanding of SEO principles is a waste of bandwidth. This concept applies to emerging media in that some emerging areas will require an optimized article written as a form of advertising similar to advertorial.
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