Personal Branding. PR. is it monetizing narcissism??

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I'd love to work in content marketing as a guru, and basically all the career paths I'd be good at require me to have some "exposure".
Where the fuck do I start, how do I perform a self analysis of my "marketable qualities" of my skills and things people like about me and develop a strategy based on that?

Or should I pick a audience first, and then just mimic what others have done successfully and pander to the audience slavishly -- and let that define how I brand myself.

Any Instagrammers, Fashion Designers, Youtubers, Professional Gamers out there who have done this?
Thanks.