As a business owner, you must be aware of the audience, which your business caters to. When content marketing is performed, it has to be for a specific audience and to achieve it, you must first identify your audience well. Once you identify them, you can design your entire campaign based on their preference. You are able to start with a fixed mindset and also are fully aware of the audience that you have to cater. This helps you to include points which will most likely click with your readers and engage them. It is rather tough to assess which contents will be shared by the users and which will be ignored right away. The ROI factors also play an important role.