Content is how you talk about your company to your clients without a sales pitch, period full stop. Sales shapes and molds the conversation because sales is the ultimate goal (you're business, after all). Sales pitches are the destination, content is the journey.

I liken it to getting to know someone who you want to date. The asking out is only part of the conversation, but you keep that in the back of your mind as you're talking, because if you don't, it's just small talk and it won't get you anywhere.