One of the most critical things you can do to support your digital strategy is develop "personas" or "avatars" for your business.
These are your target audience. Either existing customers (if you are established) or your ideal customers that you want to go after.
* You may need to do some research or make some assumptions to complete these. But they can be refined over time and updated.
** They might be real people, they could be fictional.
Give them names, make them feel real. Use these to remember WHO you are talking to & to develop content (and products / services) they actually care about!