The first step is to understand well about the audience mind set..
Start with SEO - If you start with these three areas you'll be well on your way.
1. Page Content : You must optimize every page on your site. This includes careful consideration of the page titles within the code, the page URL name itself, the header of the page, the body text, amongst other content points.
2. Press Release : While press releases aren't what they once were to reporters, they are an excellent SEO vehicle.