What works now is what worked before the Internet and search engines existed: content that delights and/or informs.
If you’ve been producing content for a while, you know when you’ve got something good. You also know when you’ve got crap. Still, often when you have crap, you think you have to publish it anyway, because you spent the time to create it and you “have to get something out there.”
One simple test to determine whether you’re creating great content is whether it interests you. If you were bored writing and editing it and you weren’t excited about sharing it, others will probably feel the same way. Trust your instincts; don’t produce it or publish it.