problem with this post is that if you don't pay attention to keywords, or how your site is built then all your work for great content will go down the tubes. I think you have to consider search marketing blankets a lot of aspects of marketing.  Your pointing out a diminishing importance of the more technical and fly under the radar aspects of SEO and a rise in importance of community and content.

2. You don’t need ‘content optimisation’, you need a great writer for all your site’s copy. (a copy writer)

So a user finds your site because your page copy is full of bold keywords, then what? I’ll tell you then what, your bounce rate goes through the roof is what - what’s the use of ranking highly if no one wants to read your spammy content? Write for users not for search engines and chances are that you’ll get linked to (see above) and your content will still be relevant to search engines!