To master online-to-offline retail in a world post-Covid lockdowns, you need to make it 'cool' to shop at your store. People have rapidly gotten used to staying indoors and having things delivered to them, why should they come to you?
If you just focus on content, believing that to be the solution to your need, whether that's growth or beating competition, you will lose. This is an example of falling into 'The Content Trap'. Instead, you need to focus on connections.