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 AI- and SEO experts try to sell you.