Your content strategy should include specific goals for everything you publish. Consistently creating new, valuable content is incredibly important for SEO, lead generation and general visibility, but there's just so much content currently being produced that "publishing for the sake of publishing" simply doesn't cut it in many industries. The best content is both valuable to users and specifically designed to help you achieve your goals.
Two of the most popular goals for content include generating backlinks and getting social shares. The content you create in pursuit of these two goals will most likely have specific and opposing characteristics.