I am writing a book (Social Media for Engineers and Scientists) on this subject and I'm about two weeks from finishing the manuscript.
Engineers and computer scientists (of which I am one) are, for the most part, left-brained thinkers by nature, by education, and by occupation. This means that we excel at detailed, sequential, textual, analytical thinking, which are all purveyances of the left brain. The right brain, conversely, deals asynchronously with putting things into context within the big picture. These processes are the power tools of the creative process that sculpt shapes and colors into eye popping presentations and words into creative writing.
It’s true, creating compelling content requires skills of artistry, but these skills can be learned, practiced, and improved upon. Understanding the way in which our brains respond to images and stories, for example, are a great advantage when creating content.
My transition occurred over a period of years, during which I read a number of books on writing and creativity. It does require that we a) learn how to write stories and b) adopt a lifestyle and routine that lends itself to creativity.
Here's a reading list I would strongly recommend (I'm a new user so the system wouldn't let me post links):
"Story" by Robert McKee is THE definitive work on how construct stories. It deals very specifically with screenplays but its principals can be adapted to other fiction media. If you're going to read one book about writing fiction, make it this one.
"A Whole New Mind" by Daniel Pink discusses left vs. right brain skills.
"Understanding Comics" by Scott McCloud fills in many of the cracks between the written word and visual communication.
"The First Five Pages" by Noah Lukeman offers advice from a frustrated publisher's point of view on how to tighten up a story.