Considering that most consumers are more likely to do business with a company they trust, as a 2009 survey found, it makes sense for businesses to work on building relationships with their customers. And good, relevant content — updated often — can help achieve this. Practical eCommerce suggests setting up a blog as the most obvious content hub, and recommends adding video (creating it, embedding it and distributing it) as well.
The more you communicate with your audience, the more your relationship with them will grow, which could lead to more conversations — and sales.