It never seemed important to the CEO of a previous company I worked for that we had something to say, only that we gave off the impression that we had something to say. We hired an outsourced blog writing service to fill our wordpress instance with generic, inoffensive platitudes and listicles poorly cribbed from Wikipedia and the ONS. Squint a little bit and you could convince yourself there was value to it, but nobody with any experience in the problem space would treat it as anything more than marketing fluff. His hope was always that one day we would get rewarded by the great Google algorithm and appear on the first page for search terms we were convinced our users were looking for, but the end result was that our blog was largely designed to be read by robots.
It's the same thing as the tweaks you have to perform for SEO optimisation, some have questionable value to the end user but you jump through the hoops anyway because it's what is done, by pleasing the robots you're rewarded with a higher search position.