Creating content without pre-defined goals is like a doctor prescribing surgery without analyzing the symptoms.You can't cure what you haven't diagnosed.So, before you start crafting any kind of content, understand why you’re doing it and what you want to achieve.Your goals could include:

• Driving awareness: The more content you create, the more likely it is that people will run into you.
• Building trust: You need to reach your audience 20 times to build trust. The more people see you, the more likely they are to warm up to your space.
• Differentiating your space: Your blog articles show the world what makes you unique and why people should choose your space over the competition.
• Increasing new memberships: More visibility + free value = organic relationships and trust. Trust + time + need = conversions.
• Boosting referrals and word-of-mouth: If your content is incredible, people will share it. And this means you wind up in front of an even bigger audience.
• Generating web traffic: You can create content that uses targeted keywords to bring new leads to your website or blog articles.

The only way to generate an ROI from content marketing is to know what results you want to achieve and then reverse-engineering your strategy to do so.