How Do You Create a Content Plan?

At the end of the day, it's users who are clicking on things. It's not just numbers on a page. So I guess using that specificity and thinking about that, how do you go through your process of then thinking about that content? Once you've figured out who this best buyer to show there is, this audience of one that you want to speak to is,. I think the next thing that is really important is being able to apply their pain points to existing keywords.