A marketing group I followed on social media recently asked an interesting question: "What content should we create?" You might be suspicious of the first few comments on this post. Some encouraged posters to interview people who fit their roles to understand their struggles.
Others talk about overcoming writer's block. Some suggested that they list every question a potential client might have and post about it. The industry mailing list poster's response was to acknowledge the value of these replies, but to clarify the issue. They didn't ask what they should write about that would resonate with their target audience.
They're looking for content ideas that generate the most reactions. period. They want to create controversy, provocation and a certain level of virality. Theory: Do something that makes a lot of noise and inspires a whole bunch of people to react, and then the right people follow your other content that focuses on what you're doing.