Write blog posts and content specifically designed for the people that
1) you want to attract...or..
2) the people who you can help with your specific product or offering.
That means you do not write some general blog post about how great your method is, nor about the politics in your community nor some abstract ideas (unless your customers want that) but rather specifically about how what you are doing/selling can specifically help someone transform themselves and get where THEY want to go.
You want to be:
1) Ultra-relevant to what they want and need.
2) Intimate. You want them to feel like they know you and who you are.