If you establish a site with the marketing goal of making money from it, you need to be clear on what those goals consist of. Once you know the goals of the site, you have a driver for the content. That doesn’t mean your content has to or even should be, sales driven. It needs to provide your future customer with the knowledge and tools to help solve the problem your marketing goals are for. Your future customer will be able to develop a relationship with you through your content.