Content is a broad term, with broad implications.
It includes far more than article-style material. Let's stick with e-commerce for a minute. For instance, for any kind of online content it is important to eschew fluff and to reflect your audience's perspective, priorities, and concerns. Whether your ultimate online goal is sales or something else, broadening your concept of content allows you to make your site more cohesive, intuitive, engaging, credible, and easy to use. If you don't recognize and care for all of the content that exists on your site, you're probably missing some important opportunities.