defining the dragon.

The fairy tale would be quite bland if the knight in shining armour didn't have to slay a dragon to win the princess.

You need to define your dragon before you start telling your fairy tale. 

And if you don't have any dragons to slay – or anything to say, don't speak. When you do speak, you need to:

Provide real value. Be honest. Think humans before algorithms. Stand strong. Look beautiful

That's it. No matter what the hell else content marketing gurus and SEO experts try to sell you.