The initial step of every content gatherer / content manager is always research and information gathering. To make powerful content, a specialist must collect as much data as possible. Some of the data will be thrown away, redacted, or rewritten, so the database of a content manager should be huge. Working with companies, content writers collect info on the target demographics, brand and customer personas, critical rivals in the field, past performance indicators (to outdo them in the future), and other unique information one can share in building awareness and trust.