Search engine optimization is also about content, and the evidence doesn’t suggest that having a lot of content is a negative. It depends where content sits. If the domain has a strong link structure, then the content can be….less than stellar. If your site lacks a stellar link graph, then it becomes more important to have engaging content.

via Old School Marketing is Next Generation SEO.

In other words, big brands rely on their clout, while smaller brands rely on their content, to gain position in search results.