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Is this the way forward or am I behind?
It depends on when you came in. ;)
When I began on the web, most sites had static text, and I've always felt that a certain amount of onpage, relevant, static text provided some benefits for SEO.
When blogs became more common, static content perhaps became more rare, particularly for newer webmasters who were immersed in social media.
If you are now seeing that static text has advantages, are you moving ahead?... or are you simply moving back to the roots of onpage optimization?