Let’s start with looking at who you are preparing this content for. Without understanding this fully you will be off target.
Then you can decide when you will set aside time to create this original content. This content is centered around what your target audience needs and wants to accomplish with their goals.
If you are not sure what your audience needs then you will need to ask to make sure you are knowledgeable of this and your writing of content will support them and they will respond.
Focus is key.