Of course optimizing for search is important, but it's not the only thing. It's humans that spend money on your products and services, not search engines. That's why optimizing for customers and opportunities is far more effective and sustainable.
Distribution and discovery are as important as creation. That's why a focus on content that's optimized for search, socialized for share, publicized for media reach and influencer activated helps those marketers who make the effort, differentiate and dominate in their market.
It's interesting how a slight shift in perspective can mean all the difference in how content based marketing performs. This post is about making each content accountable to discovery, experience and action (vs. just discovery).