Rasmus Fisker discusses content planning and strategy. He outlines three types of content: inspire, inform, and involve. Inspire content aims for wide reach and awareness, inform provides helpful how-to information, and involve grows engagement through community and competitions. The document also presents a case study for an infant nutrition brand, with content pillars to inspire by showing childhood joy, inform with expertise in nutrition, and involve parents through sharing experiences. Overall, the key message is that content must be designed with the user connection in mind.