To show how your content is a reflection of your site to Google, let's consider expiration dates.
Somewhere, either sitting in your refrigerator, on your kitchen counter, under the seat in your car, or at your desk, you probably have food that will one day go bad. It will eventually sit there too long, start to grow mold, eventually stink up everything, and you will finally throw it out. Imagine if Google viewed your site the way you view that food.
Well it does. Kinda.
Google wants to expose its users to fresh sites. That means it will take note of sites that are updated often and updated with meanigful changes. Sites that are left too long and become stale will be tossed aside and may never be served up as a search result. So if it hasn't been stressed enough already, keep your site fresh.
How often should a site be updated? Often. Weekly, if possible.
How much should a site be updated? A lot. More should be changed than just the date, navigation, or advertisement.
What kind of content should be added to the site? New Pages. Not just new content on existing pages. Google wants to provide new value, so it wants to find new pages.
As a bonus, here's an infographic from bitrebels to further breakdown how to make your content King.
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