Hi Aditi - I know I keep referencing this post in this thread, but that’s only because it’s relevant 
https://sparktoro.com/blog/where-should-you-start-marketing-a-new-business-or-product/
Things I’d do: gain a deep understanding of your customers, their pain points, their interests, what they talk about, read, watch, listen-to, follow, and engage-with. Go find publications that resonate with them and figure out why. Then determine what’s missing – what’s not being done well that IS of interest to them.
As for what to avoid: don’t assume you can build a content marketing engine quickly. It’s minimum 6-9 months to see ROI. Be prepared for that, and don’t get frustrated if your first few months are crickets while you’re trying to figure it out.