A regular business just tries to gain sales. A great business gives customers something valuable for free. Provide quality, informative content to clients to encourage them to keep coming back.
Great content not only drives trust, but can motivate clients to see the true value of what you offer. Clients who post great content are more likely to convert than those who don't update their website.
As you build a library of quality information, your brand jumps to the head of the line as a knowledgeable authority. With time, you brand will become the name to know.