Focus on how to deliver value to your audience
Content marketing is similar to the “show, don’t tell” approach. An effective marketing strategy earns people’s trust through content that consistently demonstrates your brand values and usefulness. Content marketing is essentially organic marketing -- with the goal being to become a recognizable and trusted brand because of the value that your content delivers.
Keep your audience in mind -- what topics are they most interested in, what type of content resonates most with them, what formats do they prefer, what platforms are they frequently using and what tone do they respond to?