Create personas around your audience to understand who there are, their pain points, their interests, their demographics. You can use analytics to get this information or you can go really informal and simply ask them. You can’t write a good story if you don’t know the people the story is for.
And don’t think you have to reinvent the wheel. Do an audit of your site and look for the content that already exists. What can be repurpose or used in new ways?
Your customers are giving you the stories they want to hear – in customer support emails, in in-person conversations. Listen to them.