"Would you tell me, please, which way I ought to go from here?"
"That depends a good deal on where you want to get to," said the Cat.
"I don't much care where..." said Alice.
"Then it doesn't matter which way you go," said the Cat.
--Lewis Carroll, Alice in Wonderland
Until you have clearly determined who you are trying to reach and what you want them to do, you cannot expect to generate effective content for your website. You cannot be effective if you try to reach everyone…you must narrow your focus! In a very real sense this task is very much like fishing...the kind of bait you use and the technique you employ depends entirely upon the kind of fish you are hoping to catch. If the bait and the technique suit the kind of fish you are seeking, your chance of being effective are greatly enhanced. If you are using the wrong bait or the wrong approach you could just be wasting your time.
The most effective websites have a very specific target prospect in mind and a well-developed sense of the kind of bait that will get their target's attention. How well do you know your target prospect? What will get their attention and encourage them to "bite?" Take the time to define a target prospect profile for your product or service offering.
Once you have defined your target, you are ready to orient your content to engage your prime customer. Avoid the impulse to tell the prospect everything you want them to know. Instead, restrict yourself to answering questions your prospect cares about. Seek to educate and engage that target in a compelling way.