What should you make - Making prioritization a priority.:

Would we all prefer to be out in the wild filming a documentary about jungle life? Of course, but chances are, people aren't coming to you for in depth look at the grooming habits of a sloth.  So, the first step in your content journey should be to put yourself in the shoes of your audience. Determine what problems can be solved and questions can be answered through your content. Since content creation can require a great deal of resources, start with the big stuff, and as time permits, work your way down to the more targeted content. 

If you're having a hard time deciding if your idea is worth putting into action, consider this as a general rule of thumb - All of your content should do one or more of the following:

• Increase brand awareness
• Articulate and define your company culture & core values
• Provide value to the viewer

Have clear goals - Just having a good idea isn't enough. 

Before you go any further, establish a clear goal for your content, and more importantly, figure out how you'll measure your results. By determining, tracking, and analyzing your success metrics, you’ll develop a much deeper understand of how customers want to interact your brand. Knowing that your content is working, is a lot more powerful than assuming it is. So use this information to adjust your content strategy to better serve your audience. Sometimes these changes can be uncomfortable, but doing something because it's always been done, doesn't mean it's something worth doing.