For some companies, content marketing just isn’t working. Social media generates little engagement. Website traffic is at a steady low. And there’s been no increase in sales. So what’s the problem?

A recent Forbes article would tell you that your business isn’t doing well because you haven’t discovered the “dirty little secret” of content marketing: That it will never work because your product and/or service stinks, and you’ve failed to improve it to make it marketable. Under this philosophy, “companies need to look in before they can look out” and a quality product is necessary to convert a one-time customer into a loyal consumer.

But of course, that’s true in all of marketing. A product is only labeled “good” if the consumer says so. And since consumers have ever-changing needs, interests, desires, and so on, it’s vital that we engage them in a two-way conversation to monitor changes in their perception of our products.

While I agree a product or service must be good in order to get people to buy it, I think it’s only one piece of the puzzle. In addition to creating a great product, you must also develop a great content marketing strategy. What many seem to miss is that the standard of “great” is more of a goal; it’s something companies will always strive towards if they hope to be successful for the long-term.

Taco Bell provides a good example:

Back in 1997, a little talking Chihuahua pup became the face of the Mexican fast-food chain, melting the hearts of people all over the world. And given the fast-food landscape they live in, Taco Bell was considered to be a good product at the time. But only three years later in 2000, Taco Bell retired the tiny pup, scratched the personified dog campaign, and hired a new ad agency. Why? Because same-store sales declined six percent, despite the dog’s celebrity status and the fact that “Yo quiero Taco Bell” was on everyone’s lips.

If a good product is the only thing a company needs to sustain success, then the multimillion-dollar business with seven thousand locations should have thrived. But the pup’s popularity didn’t translate into sensation over the product. Taco Bell’s decision to cut the dog ads was sparked by concerns that the commercials didn’t focus on their food.

Flash forward to Taco Bell in 2013, and we now have a multibillion-dollar company that’s taken on a new focus: consumer and employee engagement.

Acknowledging the fact that “traditional marketing no longer works,” Taco Bell’s CEO Greg Creed says the company has embraced a content marketing strategy in tandem with improving their products and internal infrastructure. Creed hopes that this, along with the company’s commitment to build “a better Taco Bell” will propel the fast-food chain to achieve its goal of doubling its annual sales revenue over the next ten years.

And they’re doing this by adopting an audience-centric approach, which includes building relationships with their audience and improving the quality of their products to meet their standards. Social media has proven to be a great platform for Taco Bell to engage in two-way conversations with fans and haters alike. It’s also made it easier for the company to measure consumer satisfaction with their products. Doritos Locos Tacos, which are Dorito flavor-inspired tacos, and the Cantina Menu, which offers healthier alternatives to the standard menu, are great examples of consumer-driven products.

A good product needs a content strategy that doesn’t only mirror the product quality, but is a step above it—and every aspect of your plan should exist at a high standard. When you’re competitor launches a new and better product line, you’re going to need something to fall back on.