When you consider how often you see and hear that famous phrase about content (I won't repeat it), it's incredible to see how poorly sites utilize the skills of their writers. More and more often, written content is limited to a few informative pages which are rarely, if ever, updated and a blog. Sites with products and services are especially guilty. Except for an introductory passage on the landing page and the myriad product descriptions, commercial sites often seem quite bare. Surprisingly so. If there is a drive to get content online, it almost always comes in the form of a blog, as if that's the only way for content to appear. The problem with this approach is inconsistency. Stores that sell shoes don't have big events all year round to keep the blog rolling. In the end, this invariably leads to one of two outcomes. Inconsistent Posting - Posts could be every day during busy periods (Christmas, or the run-up to a conference) and then once a month at best when things quieten down. Arbitrary Posts - Once blogging has begun, some feel pressured to create consistent blog posts, even when they have no real value to provide through this format. However, there's absolutely no reason not to have content in a very different form. B&Q are among the few that are getting the most out of content. Articles? Here? I'm not sure if it's single-mindedness on behalf of businesses, or an intentional decision not to, but stores seem to be ignoring the potential of articles. Business models seem to be built on information or sales, and very rarely combine the two. But not only do they go hand-in-hand, they also mix! B&Q have a nifty search tool that, as well as bringing up related products and brands, returns related articles in the results. It even suggests them while you search. When you search for a tap, you don't just get the product; you also get tutorials on installation, maintenance tips and style guides. This gives much more information, for those who want it, for customers to know exactly what they're getting. This could be the difference between a viewer and buyer. By writing an article the expounds the benefits of a product while discussing another larger topic, you can sell to your customers without being overly â€˜salesy'. You can highlight features of a product or suggest other products that it works well with. You can even suggest alternatives on your site so that you don't lose a sale. As you can see, articles have a range of applications beyond just information. We've all known this for years. But it's time to get out of the blog or article mold, and start being more creative.