Site speed isn’t just important for user experience but also for Google ranking.
Content SEO is all about creating the right content for your current and potential customers.
To do this really well you must first understand their intent and at which point you are reaching them on their particular journey.
The four types of search intent are:
Navigational intent - The user is searching for a specific product from a specific site and specific brand.
Informational intent - This user is looking for “how to” content. How to build a shed, how to bake cinnamon buns etc.
Purchase intent - This user is looking to buy something.
Investigation intent - This user wants to buy in the near future and is using the search engine to do some research.
To understand the search intent of your site users you need to find the keywords people are searching and then determine where in those four pools of search intent they sit. Once you have this information you have your complete content strategy.
Now you can create content that targets your current and potential customers on their particular journey.
For example, if you know that somebody takes six months to research a particular sofa before they buy it, create a buying guide that will help them find a sofa that is best suited to their taste and need.
To find keywords you can use Keyword Planner, Google trend (which shows the seasonality of words) and answerthepublic.com (which gives you questions people are asking around a particular topic).