Timing is everything! Yes, content is important, but context trumps all - being aware of your peeps and what's happening in the world empowers you to connect with your audience in a more meaningful way.
You can have the best content in the world, but it will fall on dead ears if it's not delivered in a timely and relevant manner. Knowing "what's up" in the world can go a long way!
Great meme from Gary Vaynerchuk.