How can potential customers tell whether you know what you're talking about?
Part of the answer is informative, research-based, SEO-optimized blog posts, articles, and white papers from 700 to 6,000 words on a variety of topics. These will draw in organic traffic, boost the credibility of your brand and website, and can often form part of the sales funnel.
These kinds of pieces are often your first contact point with customers who are unfamiliar with your business. Offering them credible, actionable information can greatly increase the chances of them converting at some point.