Start with two data points:
1. What your brand’s goals are;
2. What your audience wants to read/see/hear/feel.
Then connect the dots with an editorial strategy that serves both you and your audience in equal proportions.
The key is focus and consistency. It’s never been more important to clearly identify the audience you’re trying to reach before you ever start designing a site or publishing content. While market/audience research is still a hard sell for many B2B marketers, it has never been a more worthwhile investment.