First, do some research on what content you should write. Find out what content is already in circulation — you can even check your client's competitors for inspiration. This will give you some good content marketing ideas. When writing your client's content, though, don't just copy from what you see. Think about how your client's content can improve on existing ones, thereby adding value. Once you are actually writing content, make sure to adjust your voice to fit the personality of your client's brand. Optimization also plays a key role in this. Use the right keywords to anchor your content. Also, be wary of any duplicate content, so run through your content audit again to avoid duplicates.