Excellent points! Figure out who is your intended audience then work from there. Personally, I think since it is created by us, it should be intended for us. But that in no ways means that it can't be used as a marketing tool. The random LFS customer might find our articles and information interesting which would lead them to the site.
You could always use eye catching article titles like:
Vodka Dosing, its no longer a Fraternity thing: Who's down with LED, yeah you know me: Is the window open, or did I go Barebottom: Water Changes, the thing to do when cable is out: I saw my neighbor's Wrasse the other day
Sorry, i'm feeling stupid tonight.