Where you send traffic to is a priority. But what your content consists of is even more important.
General; only a select few groups are interested, i.e. staff, suppliers etc.
Secondary; these people are marginally 'more' interested in your products or services, so entertain them with podcasts, videos, livestreams and a host of alternative content designed to get your share of the 83% of prospects who are looking.
Primary; now they want to know more. Serve up targeted video, podcasts, livstreams, whitepapers, interviews and customer success stories.
Product; your opportunity to shine and present your products and services online.