Creating valuable marketing content is necessary. To increase ROI, you must entice customers about the benefits you offer. This is the general way of thinking, but it actually limits the possibility of more potential customers. When it comes to content marketing, you should actually stop answering the question, “What do my customers want?” When your target is limited to a particular audience, you lose the possibility to reach out to an even larger market. It also shows that there isn’t a potential increase in ROI because the marketing effort is limited to a certain market. To achieve your business goals, you need to develop your content. Create campaigns that will drive brand awareness online and offline. Do not put your company inside a box. The best content marketing efforts are those that are produced to target a wider audience. If you’ve been producing your marketing efforts for your customers, you should start thinking about also targeting a larger market for your services. Start targeting every possible customer out there especially the journalists, podcasters, authors, amplifiers, influencers, and media. When you are able to target these people, they can actually share their experience in using your services to their followers. In turn, there is a possibility that their followers can become your customers as well. While it’s common to produce content that will answer or cater to your present customers, you can still do that. However, it’s better to write content as part of your general email newsletters.