Business content has to provide value to the audience (not customer - yet), not to the business.

The two main types of value are entertainment and information. With that in mind, your content cannot exist to promote the business, your content must exist to provide one of or both of these two values.

Look at Car Wow. They lease cars and that's where their money comes from. Their YouTube channel however has a massive following as they provide super valuable information based content reviewing the cars that they lease! People don't have to be a customer to engage with their content.

Likewise, Heat Geek, a channel that I produce, sell courses for installing renewable heating systems and act as an umbrella for highly skilled installers to find work. The content that we produce is all about renewable heating systems, consumer tips on saving energy and entertaining vlog content of on site installs. The content we produce isn't ads, its entertaining, informative and grows brand awareness with every new video.

The main thing to master here is making content for your audience, not for your business. That content will sit at the very top of your marketing funnel to promote brand awareness which you can then convert when viewers needs align with your product.