3. Find your messaging, categories, and structure
You can use your newly formed intel on pain points and benefits to inform your message. That message and each of its categories will work with the product/service benefits, and will also position you as the opinion leader in the field.
Then, make sure to give the message and its categories a format and style to uphold. Make content evergreen, prioritize flashy/splashy pieces over been-there-done-that basic ones, and create content with goals in mind.
Be sure to integrate social media into this strategy, and make the message consistent and coordinated on all channels. On Facebook, this often looks like:
Live, manual posts at timed intervals
Opportunities for engagement and interactions
Monthly or quarterly promotion