When you write the articles, do you SEO on questions that people may ask in their searches or just write general articles not necessarily pushing your product?
I do both.
Sometimes I look for long tail keywords (< 200 local exact match searches in Google's Keyword Planner tool). I then write mildly optimized posts for that.
On other days I am like "that should be an interesting topic and I want to write about it". When I do this I don't even think about SEO.
Thank you Christoph and best of luck to you and your projects.