Online Marketing Objectives Examples That Will Help You Create Better Content

With digital marketing, the line between marketing and content becomes blurred. The goal of online marketing isn’t only to drive traffic to your site—it’s to engage with your audiences and convince them to take action.

While developing marketing content for my own business, I’ve noticed a trend among marketers. More and more frequently, my peers are discovering the value in pursuing multiple goals within the same content marketing initiative. To best support my clients, I’ve decided to create a ‘master content plan,’ which will serve as a framework for all my marketing content.

Along with setting goals, creating a content plan helps you determine what type of content you’ll need to produce to meet those goals. To get inspired, let’s take a look at some of the most common online marketing objectives and how you can use content to help you reach them.

To Create Awareness

Awareness is defined as “the condition of being aware,” so in a nutshell, creating awareness means getting your target audience to know or perceive that you exist. With digital marketing, generating brand awareness is easier than you’d think. Simply follow these steps:

  • Build a brand identity
  • Establish credibility
  • Generate interest
  • Activate your interest
  • Boost awareness

To build brand identity, you must first establish what your brand stands for. What makes you special? What makes your products or services different from your competitors’? Developing an identity is difficult, but critical, because it will help you establish a cohesive brand voice and strengthen your position in the marketplace. You can use various tactics, including content marketing, to get your brand identity across.

Once you have your identity in place, you can use content to establish your credibility. When a potential customer encounters your brand for the first time, your identity should represent quality and reliability. To do this, simply create trustworthy content that will encourage people to click on your website, connect with you on social media, or give you a call to action.

To Generate Leads

Leads are important in any industry, but especially in digital marketing, where the line between marketing and sales becomes blurred. Using the steps listed above to generate leads means you’ll be creating web content to attract, engage, and convert prospective customers into leads—and finally, into paying customers.

Why should you pursue leads? Well, like awareness, leads represent the starting point to a profitable customer, and like awareness, generating leads is easier than you’d think. To do this, simply follow these steps:

  • Establish credibility
  • Attract attention
  • Establish trust
  • Inspire action
  • Make a sale

Establishing credibility is similar to building brand identity, except that rather than focusing on your products or services, you’ll be focusing on your career. For instance, if your goal is to become a well-known public speaker, your content should reflect that. Similarly, if you want to be seen as a thought leader in the industry, your content will need to have a high reputation attached to it.

To Move The Needle

To say that you’re “moving the needle” is an industry-speak way of saying that you’re driving significant engagement or business transformation through digital marketing. Essentially, the goal of moving the needle is to get people to do something after they’ve engaged with your content. For example, if you publish a blog post about the importance of hiring a lawyer, you’re moving the needle because you’ve inspired someone to take action and contact a lawyer to solve their legal problem. Or, if you run a clothing website, publishing a sales video of a high-quality garment will likely inspire some interest, and maybe even a purchase.

To get people to engage with your content, you’ll need to follow these steps:

  • Establish credibility
  • Attract attention
  • Establish trust
  • Inspire action
  • Get the person to take the needed next step

To establish credibility, you need to have a track record of publishing quality content. The better your content, the more likely people are to believe you. To attract attention, create content that will catch the eye of your target audience. If your content is informative and well-curated, but not ‘eye catching,’ it will likely go unnoticed. To establish trust, you should focus on creating a safe place for people to come back for more. People need to feel confident that what they’re reading is of good quality and won’t hurt their interests.

To Increase Sales

If your goal is to increase sales, your content should aim to do just that. To accomplish this, you’ll need to follow these steps:

  • Establish credibility
  • Generate interest
  • Activate interest
  • Boost interest
  • Increase sales

To establish credibility, you need to have a track record of successfully marketing various products or services. You should also be mindful of your target audience’s interests, so your content will appeal to them. For example, if you’re publishing content for real estate agents, you should ensure that what you say is in line with their interests. Would they rather read about luxury lifestyle topics or real estate market updates?

To Grow Your Audience

In a nutshell, growing your audience means getting more people to view, like, or share your content. To accomplish this, you should follow these steps:

  • Establish credibility
  • Attract attention
  • Establish trust
  • Generate interest
  • Activate interest
  • Boost interest
  • Increase your audience

To establish credibility, you need to have a track record of successfully marketing various products or services. To attract attention, create content that will catch the eye of your target audience. If your content is informative and well-curated, but not ‘eye catching,’ it will likely go unnoticed. To establish trust, you should focus on creating a safe place for people to come back for more. People need to feel confident that what they’re reading is of good quality and won’t hurt their interests.

To Improve SEO

Search engine optimization, or SEO, is the process of influencing the search engines to give your website more exposure in the organic search results. Essentially, SEO improves your website’s visibility in search engines, which leads to more potential customers discovering your business.

To do this, you’ll need to follow these steps:

  • Establish credibility
  • Attract attention
  • Establish trust
  • Generate interest
  • Activate interest
  • Boost interest
  • SEO your website content

To establish credibility, you need to have a track record of successfully marketing various products or services. You should also be mindful of your target audience’s interests, so your content will appeal to them. For example, if you’re publishing content for real estate agents, you should ensure that what you say is in line with their interests. Would they rather read about luxury lifestyle topics or real estate market updates?

To Build a Buzz

Buzz, in the form of blogs, forums, and social media, is one of the most effective ways to get the word out about your business. It is often said that “a brand’s story is told through its product,” and this couldn’t be more true when referring to a business. To create buzz, you should follow these steps:

  • Establish credibility
  • Attract attention
  • Establish trust
  • Generate interest
  • Activate interest
  • Boost interest
  • Create buzz

To establish credibility, you need to have a track record of successfully marketing various products or services. You should also be mindful of your target audience’s interests, so your content will appeal to them. For example, if you’re publishing content for real estate agents, you should ensure that what you say is in line with their interests. Would they rather read about luxury lifestyle topics or real estate market updates?