Content only works if it connects to something you sell.
Blog posts get written because someone said content is important. Then they sit there.
Content earns its place when it does one of two jobs. It answers a question your buyer has on the way to purchasing, and links them to the page that sells it. Or it's genuinely worth linking to, so other sites point at you — which is what actually lifts everything else on your store.
Ten posts about nothing in particular will do less than one guide that other people reference.
We write less, aimed better.
