When it comes to creating content, it has to be about the customers, through understanding the people and providing value. This is how I do content marketing: 1- Content planning: aligning around business goals & objectives. 2- Buyer persona: understanding your audience and their buyer journey. 3- Brainstorming ideas. 4- Content creation: starting with why would your customer be interested in your product/ service, to how your product is gonna help them, and finally what your product is. 5- Measuring and optimizing.