Good White Hat for online shops?? Need fresh Ideas!!

I know in this day and age it's all about content, but what about the people like us that are running small online shops, that quite frankly you cannot update so often without junking it up. We run a few shops, usually magento with the wordpress module in a sub directory just so we can add content, but the problem is always adding relevant content aimed towards the shop. Anyone have any other SEO ideas gauged more towards commerce sites rather than blog sites???

Its not "all about" content ; it's all about marketing.

Fresh/new content is just another marketing tactic. (works great)
But for stores (online or offline) you have to focus on quality and social networks - get in touch with people.