Sand - 8:36 pm on Dec 7, 2012 (gmt 0)
Regardless of a site's size or popularity, it's hard to get search engine traffic without having content that's relevant to what people are looking for.
With that said, 'king' might be a bit of a reach. But in most cases, content will be your most valuable resource. I think of content like a natural resource -- it has potential value the moment you pull it out of the ground, but you need to form some relationships to actually get paid.