A great place to get started, is to sit down and describe the customer, who they are, where they work, what they’re facing. And how you product helps solve their problem. The more descriptive the better. Then you should simulate their purchasing journey, when they face the problem, what would they do next, what would they Google, who would they ask? And then seek to align your marketing strategy with that purchasing journey.
This helps lay out your marketing funnel – and then you can overlay content against that purchasing journey. At each step, the objective of the content is to help your customer, through providing education, utility or entertainment.
At this point, you are now best placed, to build your content strategy.