Google's Hummingbird is still flying high and it's made a lot of content producers sing, but it hasn't revolutionized content or search yet. And I suspect it never will.
I've said for years, and written many times, that content rocks sales, content rules, and content matters. Or it should. But it may be more accurate (especially for small businesses) to say that it doesn't have to be good content.
Bear with me, there are some important caveats to this assertion.
Small businesses with loyal clients and great customer service can get by with bad content. I think it's safe to say those same small businesses - with loyal clients and great customer service - must have a good online presence to continue to flourish, but their content doesn't really have to be stellar to stay alive.
To grow, well, that's a different matter.
But let's say you have a single-location, bricks and mortar location in which you offer hair styling products and services. If your clients are happy, word of mouth is going to be your primary source of new business. A static, even woefully simple website and a reasonable presence on Facebook, Twitter, Pinterest or Instagram (yes, "or" not "and") will be plenty to keep your business healthy assuming you do everything else right.
While I love to turn up my nose at the misspellings, bad grammar, poorly considered claims and copyright infringements I see on many small business Facebook pages and Twitter feeds, the fact is, if you have a good handle on your core business and treat your customers well, bad grammar is NBD. If you know firsthand of an example in which a small business lost a customer because of poor posting etiquette, I'd love to hear about it.