Yours! Why worry about anyone else if they’re not your target audience? Think about it: the British Chess Magazine doesn’t care about people who don’t play or aren’t interested in chess. Digital Photographer writes for photographers and those interested in photography. And Procycling magazine certainly wouldn’t attract someone that can’t ride a bike.
So it follows that your company’s content should be written for your target audience, appealing to the right people and adding value by solving a potential problem they may have. Just like readers, search engines can detect when content isn’t helpful for the audience – so your brand won’t do well if it doesn’t speak to the right customer base. Keep in mind that people read content because they’re looking for answers. Reveal them and you just might be on to something.