I think The 2 major factors to rank a website are Back Link and Content.
Content plays the most important role to rank a website.
The major advantage that content has:
It increases the keywords density of the website,
Almost any keyword can be targeted in the content,
Content is always theme based as it is written around the keywords,
Links come from within the content so these are content based links which have a better impact than traditional links,
Content always stays on the website you don't have to worry about the content being removed,
Content / Articles can be distributed across Article banks and resources and you can generate back links from those websites as well. So this is a dual benefit scheme: You increase the keyword density and can be used for quality one way links,
Content can be used as Articles / Blog Posts / Press Releases / Ebook.
If you are really serious about promoting your website then consider adding as much content / articles as possible to the website. In the long run this would help to build the credibility of the website and also help in establishing authority for targeted keywords.