I think Gooner refers to for example articles, reviews, etc, which you can write for your site. People won’t trust a site with just on a few banners on it (would you trust?).
If you cannot (or don’t want to) write your own articles (content for your site) you can gather some from the article submission sites (http://www.articlecity.com, http://www.searchwarp.com, http://www.ezinearticles.com) – just keep the author’s credit with the article you copy.
For the long run the better you write your own articles, search engines love unique content.
Hope this helps.