This is a HUGE question and I suggest you start consuming some resources like HubSpot's Content Marketing Certificate to develop a better understanding.
At the crux of it however, there is a matrix - on one axis there are your personas, on the other, the stages of the purchase process (awareness, consideration, decision). Your content marketing strategy, over time, needs to create content that meets the needs of each of the boxes in this matrix. Due to the nature of the buying process, you typically need more content (think blog posts) at the awareness stage than you do at the consideration and decision stages (i.e. case studies etc.).
This is a HUGE question and I suggest you start consuming some resources like HubSpot's Content Marketing Certificate to develop a better understanding.
At the crux of it however, there is a matrix - on one axis there are your personas, on the other, the stages of the purchase process (awareness, consideration, decision). Your content marketing strategy, over time, needs to create content that meets the needs of each of the boxes in this matrix. Due to the nature of the buying process, you typically need more content (think blog posts) at the awareness stage than you do at the consideration and decision stages (i.e. case studies etc.).