Start with the objective
Before creating content, define what it should achieve. That could mean building awareness, strengthening a relationship, educating an audience or supporting a sales outcome.
Understand the audience
Useful content is built around what the audience cares about. Research helps connect the brand's message with the questions, interests and needs people already have.
Content and search work together
Strong content gives search engines useful material to understand and rank, while search strategy helps that content reach people already looking for relevant information.