Looking at the bigger picture, your online content is the vehicle that carries and communicates your online reputation.
Is the content associated with your online persona filled with grimy pictures of Friday nights at the bar? Is the content with your name attached to it meaningful blog posts commenting on your industry? Does another person come up when you search yourself?
Online, your identity, reputation, and content are all inseparable. Your content creates your digital identity in the same way your tone of voice and mannerisms can communicate your character. The more favorable your online reputation, the higher your online social currency. And the online social ecosystem is completely based on the distribution and creation of social value.