My tactic as sweden was to puppet Muscovy, then sell my lands in Novgorod/White Sea over to Muscovy while putting my capital on Kazan, I then culture converted to Tartar which was the majority culture.
Why Tartar?
You become Altaic, which gives you same culture group bonuses with all altaic cultures. That reduces your revolt risk, gives you more tax and manpower, and makes it easier to convert.
I also converted to Shiite, because of that delicious morale.
Also, the reason for White Sea/Novgorod is because if you collect in either of those nodes, European powers will park hundreds of light ships on Novgorod in order to draw your trade monies away. You will make more money collecting in Kazan then you will collecting in Novgorod or White Sea.