“We don’t know where we’re going”
If you don’t have a grand plan in place for what your business wants to achieve with digital content it’s worth asking yourself it there’s really much point in pursuing it yet.
You can, however, work this out really rather quickly by looking at how new ideas are generated and how interested people are in writing content. If they understand it, and they’re passionate about it, there’s no reason to not enter the space. It’s great for generating internal ideas, and going about it in this way is far more structured than just jumping in with both feet.