One of the best things compelling Web content can do is show that your product or service is not a commodity. And by doing so, you can command premium prices and differentiate the product from everything else in the marketplace. This is true in every product or service category.
In my daughter's middle school, the fad of the month is animal rubber bands -- a very cool and interesting version of a very basic commodity product. The kids love these things, they wear the multicolored ones on their wrists just like Lance Armstrong Live Strong bracelets. They trade them with one another and use them in school projects.
All products and services will benefit from a focus on creating content describing what's different and unique. And with that description comes the ability to cash in at premium prices and to differentiate from the run-of-the-mill versions of similar offerings from other companies.