You’re an online dating site. You’re going up against much bigger competitors, like, PlentyOfFish and eHarmony. You could spend big bucks on advertising and marketing. But what you’ve tried in those areas didn’t really work.

But what if you start promoting by teaching? You’ve got a treasure trove of data. What if you take a Freakonomics-esque approach to all that info and use it to answer questions and reveal surprising twists?

That’s exactly what dating site OkCupid has done at its blog with posts like The 4 Big Myths of Profile Pictures, How Your Race Affects The Messages You Get, and Exactly What To Say In A First Message.

By turning its by-product (all that data) into something useful, OkCupid is getting on more and more radars. That post debunking the conventional wisdom about profile pictures brought more than 750,000 visitors to the site and garnered 10,000 new member sign-ups, according to the company.

This article explains more:

The blog, which OkCupid started in October, has helped get the company’s name out on other blogs and social networks…Since OkCupid started its blog, the number of active site members has grown by roughly 10 percent, to 1.1 million, according to the company.

“We’ve been up for six years,” Mr. Yagan said. “We’ve only had the blog for six months. It’s a big deal for us.”

Great lesson there. What has your business taught you that’s interesting, noteworthy, or surprising? Share it with the world and get people talking.