Goals and Metrics Digital content has served many goals, most commonly for brand awareness and achieving credibility for the brand through thought leadership. While those are still the most common goals, we are seeing content teams embrace more ambitious ones, such as generating leads, saving money or even direct revenue through purchases. This signifies a shift away from marketing-centric content, to customer-centric content, which is in-line with the broader transformations happening within companies that prioritize customer experience. 6