I’ve always had a thing for Valentine’s Day that I can’t explain. Maybe it’s the incongruous combination of red and pink. Or maybe it’s the stupid puns on hokey valentines and cheap, terrible candy. Could be the hearts, because I really do love hearts. Beyond all those solidly rational reasons, though, my absolute favorite thing about this holiday is that it’s an entire day built around celebrating something that, in the day-to-day, is all too often taken for granted: your special someone.

Over time, we stop really seeing relationships, even those that are most important to us; our brains are biologically wired to tune out environmental factors that have already been scanned, cataloged and determined not to be life-threatening. Found the love of my life? Check! Now let’s move on to fighting off that hungry lion over there…

But keeping your most sacred personal connections front, center, happy and healthy requires constant vigilance and maintenance. And that goes for your connection with your readership base, too.

Despite brandishing “Content is king!” in an irritatingly constant battle cry, website copy often ends up in a dusty pile over in the taken-for-granted corner. Regular blog posts? Check! (Okay, back to that lion…)

Yet, compelling content is about so much more than throwing up a new post once a week and calling it good. Instead, you need to truly, madly, deeply connect with your readers. Woo them. Romance them. Make them fall in love with you all over again.

This Valentine’s Day, stop taking your content—and your audience—for granted. Instead, remember all the reasons you appreciate them, and book reservations at that expensive Italian place instead of coming home with the usual tired takeout. Your readers will thank you for it.

Maarit Miller is a writing junkie who will always love the Oxford comma.