This is not at all new. We used (or still do it) to buy magazines at the news stall. While reading a magazine, we accept advertisement, but we read them for the content.
The internet began to stir in the soup, pushed good and substantial content. Especially Google rewards strong content with a good ranking place.
Tips – how you come along with good content:
#1 Use w-questions.
Who is your audience?
What moves your potential customers?
What are they interested in?
What are their Google and Co. search terms?
What articles should a print magazine include, if this would be your container?
#2 Entertain – pictures may help.
Images, videos, how-to-instructions, infographics are often stronger as too much text.
#3 Tell a story.
Easy to say – difficult to do. Not really. Keep going. As more as you exercise, you will be able to fulfill a good story, wich means a narrative with a highlight, started by a captivating headline. Certainly this means not to invent fairy tales about dry facts. But rather to light on logic and conclusion in a clear matter.
#4 Work with professionals.
Sometimes it can be useful to hire a journalist. Someone who is familiar by processing content, to do research for a targeting group.