netmeg - 2:34 pm on Jul 25, 2013 (gmt 0)
Ok, step back from the content a minute and start looking at your user metrics. When people come to your site, what are they doing there? Are the numbers of pages per visit off too? Are the same topics / pages / products popular (relatively speaking) as last year? What about your bounce rate? Have done any usability testing on your site? Put in some heat map software (you can get it for as little as $9/month) to see where they're clicking and where they're not? Viewed it on multiple devices? Tightened up your site architecture, experimented with anchor text on buttons and links, analyzed your social shares?
Content is important, but it's not JUST content. If I recall, you were having issues where people were coming to your ecommerce site to view an information page, and then flitting off without buying anything. Is that still happening?