Content content content. I can't say enough about the need for more content on most product and company information webpages I see. This goes hand in hand with SEO.
What I, as the primary writer at Web Writer Associates, provide, is not just content, but engaging, highly performing, and highly consumable, content, that is guaranteed to provide a better experience for the audience you're trying to reach.
The way that I write Content Marketing is to tell the consumer a story about what I, or my client, are selling, or the service that I, or they are providing.
I have been writing this way, what I like to call talking in plain English to a customer, rather than At that customer, since 2003 when I began writing a lot of product and service information for a company I did a lot of work for.
I prefer to give the customer every bit of information they need to make an informed judgment about the product or service we have to offer, rather than using hard-sell tactics, which personally I can't stand.
My preference in working and writing this way was reinforced recently, when Nick Usborne, someone I greatly respect, and whose courses on content writing and copywriting, as well as writing for the web, I've taken, sometimes more than once, to get all of what he has to offer, moved his focus to what he calls Conversational Copywriting.