Customer Personas are the way to go.
Reaching people is very important for the online presence of brands and companies. Customer Personas can help brands to speak to an actual person in stead of a crowd of people. Though, do you know who you want to reach and what type of content they like best? And what is your tone of voice and what do you talk about? You can only answer these questions when you have a clear vision of your customers: Who are they, What do they like, What are they afraid of and what do they like to talk about?