A content generation method generates image content to be projected at a projection position in a real space by a projector. In a first acquisition process, space information regarding a virtual space corresponding to the real space is acquired. In a second acquisition process, display position information regarding a display position corresponding to the projection position in the virtual space is acquired. In a third acquisition process, reference position information regarding a reference position in the virtual space is acquired. In a generation process, an image including an object viewed from the reference position when the object is displayed at the display position in the virtual space is generated as the image content, based on the space information, the reference position information, and the display position information.