To build a proper division, I've always maintained you need the following

At least five people in contention for the title at all times.
Realize that you have back ups, on back ups. Hence the five, but four can also work.

Those 4/5 should look like this
Someone who the owner thinks should/would make a good champ
Someone who the crew thinks should/would make a good champion
Someone who is active, literate, promos, etc
Someone who is active, their matches and stuff could improve
The top face or heel in that division

Obviously these are going to overlap
so let's say the owner and crew think that 'Person A' is the best choice

Person A is the top heel in that division
Then Person A should be featured more
In the mean time Person B and C should also be featured more

Have interviews, .com segments, etc. You're building up Person B, C and D
Because 'A' probably has done all of it on their own already.

You should probably have Person A fight D, B and C one show
A & B, D & C after
Then B & D, A & C the next

Build up those four

While you're doing that, maybe hold a poll on which one is the people's faves, etc.
This is really to gauge interest. Yes it's a popularity contest, but one that doesn't mean anything but would help in future booking.

While you're having these four face each other, either do a contention match, within one of the weeks

A tag match or two
A tournament perhaps, but have the current champ we'll call them Person 1, start to acknowledge the talents of these competitors, perhaps single one out.

Heel champion would be snarky to the face competitors, acknowledge their talents but in typical heel fashion bash them 'you'll never beat me, etc' laugh at the heel competitors beating up the faces, or laughing if they got beat, etc.

Face champions would acknowledge the talent of all competitors, point out one or two face competitors that have 'it' and it would be an honor to face them, etc.
Acknowlege the heels, disapprove of their tactics, etc.

Eventually it's going to be champion vs contender(s)
We're using this instance as 1-on-1
So Person 1 (face) v Person B (heel)

A, C and D are in the waiting, have them in contention matches. Continue building them up, but at the same time, build up more with E and F
Do them as you did A-D, with backstage segments, interviews, promos, etc.

You want E and F somewhere in the A, C, D mix even if they 'aren't' as good as the others.

You want the champion, and at least persons A, B and C to be active, literate, and show heavy interest in that divison.

D, E & F don't 'have' to be 'as' literate and active as the others, but every division needs enhancement talent, to build stars, but doesn't mean they'll be jobbing all the time.

This means that 'yes' the 'talented' people are going to have to face the 'non-talented' people.
Yes they'll more than certainly work circles around them, but it'll teach the others how things are done, and give the 'talented' ones some patience and understanding.

Also, when I say 'talented' people I speak of those that do more than 'one liners' that invest in selling, match quality, emotions, telling a story in their post rather than one sentence lazy responses with poor grammar.
Those are lazy RPers to me

Storylines, focusing on multiple people rather than just one, match qualities, activity and booking are all determining factors on building a division.