Generally, users are searching for answers, not adverts. Therefore, in your content, you must ensure you answer the questions your customers are asking.
Create content for their needs and concerns, not just self-promotion.
It is necessary to have copy that addresses the visitor’s needs and concerns and not copy that talks about your products, your company, or why your product is good.
In order to create content for customers, you need to understand and satisfy user intent. It is more important than ever to focus on learning what a user is looking for. In terms of the actual answer – but also their preferred content type (e.g., video, podcasts, or PDF).
To help create content for users you need to figure out what questions they ask related to your product or service. You can study your support inbox to see what queries come in. If you see the same question multiple times, the response could warrant an article.
Additionally, dig into your Google Search Console keyword data with common question modifiers to find relevant, existing topics that should be catered to. Make sure these are answered concisely and factually and published to a related FAQ topic page.
Failure to help customers will result in others influencing them away from your brand to someone who understands them better… introduced to them by their friend, Google.