Ask HN: How do you generate content for Social Media / Blog?

Hi, I'm working on setting up Social Media accounts for a couple of DBA's I have & would obviously like to generate business for. As I'm going through this I'm wondering how I can come up with ideas for content on a regular basis. I imagine once I get their respective websites up, I ought to have a Blog for each in addition to their Facebook & Twitter. It feels like an overwhelming task to have something (different) to say on all these vectors of interaction. Not sure if it might be a good idea to hire a 'ghost writer' to manage it all. How do you go about this kind of thing?