My approach when "generating content" includes the following:
1. Who cares? and why should they?
2. Use a sieve to filter information - start with the big-holed sieve first.
3. Write the interesting story. Not everyone will find the story interesting so figure out who the story is being written for.
Yeah this hurts one side of my brain. The muscle has not been flexed and needs exercise. I have not written nearly enough words to keep this process flowing. Time to resume writing to specific recipients.