Be sure to read this new post by PracticalEcommerce with a focus on Content Marketing:
Content marketing can help connect with new customers or deepen relationships with existing ones. But some businesses struggle to find topics to address.
If you are interested in Content Marketing, have a look at "3 Examples how to Quantify the Impact of Content in your eCommerce site" here in the AX Blog. The whole article from the PracticalEcommerce Blog you can find here.