I think the game of "let's write a bunch of stuff so we get free views from Google" is also kinda dead. Your content has to be valuable and it takes a significant investment to do that. A good example is Hubspot which has dozens of articles on how to run digital operations for small businesses that are well-written, well-researched and contain some actual insights and even talks about products besides their own. If you don't have the chops to do that kind of thing, you're just better off paying for ad space.