We also create recipes. Another client is a distributor of skincare products, so we create training videos for our aesthetician audience as well as information on building their business. And then all our blog posts link to our product pages which helps.
In addition, in that latter example we have a specialised audience, so we go for the long tail and include words our customers are looking for on our product pages and category pages. An example is “wholesale skincare products for aestheticians.”