As the way people use search engines changes and becomes more conversational, so must your content. Appeal to the language that people are using in Google to find your firm.
Over the last ten years or so, it feels like we've figured out a pretty standard content formula: publish a large volume of content to target long-tail keywords, and convert that organic traffic into leads via gated content offers. But this way of thinking about content has hit a wall. Search has changed, and it's time content did too.