Before you create, stop and ask why.
As in, why would someone care about what you have to say? How are they going to find your article among the billions of others? And why would they care?
If you don't know, don't create anything.
Not every company needs to make content. Some shouldn't. It's nothing personal. As one pundit has joked, a blog is a conversation nobody wanted to have with you. Without the right audience and strategy, you're only dancing with yourself.
But if you really want to tango, we can teach.