Before you start writing, you need to put yourself in the client's shoes. Who do you want to serve with that content? Who are the people in that business? For example, if you are writing for an advertising agency that has other companies as clients, who does Clipping Path Service that agency want to associate with? With marketing! In marketing, how do people use to consume information? What kind of language is accessible to them?
In the same way, if you write for a consulting company that provides services to other companies, you need to evaluate who are the people who received that content. Managers, directors, CEOs and other professionals who have a more corporate focus. In other words, the tone of the company has to change to capture the attention of those people and make them interact positively with the content.
Explore the client's website and blog
To understand what kind of content the customer expects, browse the company's site, pay attention to the language used, area-specific terms, and the solutions the company offers its customers. That information can be used as a hook throughout the content to direct readers to the company's site and help with conversion.
Also visit the company's blog (if it has one) to understand how the client converses with the public. Is it formal or informal? Do you use a lot of data and statistics or do you share tips and experiences? Similarly, even if you were not asked, identify some articles already published that can be linked to your content, to generate more traffic for the client.