I've been doing content marketing for the past three years without realizing it. Clearly, I need some guidance as to how to do it more strategically!

As a freelancer editor of academic writing, I write the monthly advice column Ask Dr. Editor for University Affairs. People send me questions and I answer them, and then other people learn about my editing business through my column, and those people hire me to edit for them. I have a few thousand readers each month, and a low bounce rate. Great, right?

Only thing is, I have never approached this work with a plan. I get questions and I answer them! It would be wonderful to have a team of students who could help me with keyword research and other fancy market research strategies that would enable me to know what kinds of topics I ought to be covering in my column, instead of simply writing about whatever I want.

Given that I have an established audience, brand, and voice, how do I ensure that I'm better serving the needs of potential clients by providing high-value content that really addresses their concerns?