Brand awareness is one of the most important aspects of running a business. In fact, it directly impacts how many customers and clients you acquire as a company.
Increasing your brand awareness doesn’t happen overnight, but it’s an important goal to keep in mind for any business. One of the best ways to achieve this is with content marketing.
Call 832-953-4350 to speak with a strategist about content marketing plans from CWS Connectivity, or keep reading to learn more about why content marketing matters for brand awareness.
Why brand awareness matters
Brand awareness reflects the degree of familiarity consumers have with your company and message.
It’s not simply that people recognize your logo because it’s something off-the-wall, but that your audience recognizes your brand and what it represents.
Brand awareness is so important because consumers are much more likely to purchase from brands they recognize and trust. When people are aware of your brand, it also secures your position in your industry.
How content marketing impacts brand awareness
Strong content allows you to show your customers who your company is and what your brand represents.
Brand awareness isn’t just whether your audience knows the name of your brand, but it’s how well they understand the qualities that make your brand unique. In order to create this distinction, your content needs to highlight the qualities that set your brand apart from your competitors.
Share the details about your company that make it clear what sets you apart from others in your industry and show potential customers why they should choose you over your competitors.
For example, consider using a page on your website to describe your company culture and how it’s unique. You could also use a page to outline the ways that your brand differs from others in a similar category, whether it be the different materials or ingredients that you use, or something specific, like the fact that you operate on weekends too.
How to use content marketing to increase brand awareness
Increasing brand awareness is challenging, but you can follow these seven steps to use content marketing to achieve your branding goals.
1. Understand your audience
Understanding your audience is the first step in creating any marketing strategy. They’re the people you need to connect with, so all of your content needs to be catered to them.
There are a few key questions you should ask about your audience to ensure that you’re writing for them.
WHO IS YOUR AUDIENCE?
Your audience is your most important piece of the brand awareness puzzle. Without an audience that wants and needs your product, you wouldn’t have any customers to help your brand awareness grow.
Because of that, you need to consider who you are targeting.
Consider the demographic of your target audience in order to decide how to structure your content and what will appeal to their interests and values.
For example, if your company creates hand-made bouquets for brides, your audience is primarily engaged women. In this case, you would tailor your content to appeal to brides, and show them that you’re committed to providing them with a great experience through your dedication to the industry.
WHERE DOES YOUR AUDIENCE SPEND TIME ONLINE?
You should also research your audience’s online tendencies.
You should spend time identifying the sites and blogs your target audience spends time on and how you can create content that appeals to that audience.
You can also look into the types of content your audience spends the most time with on your existing pages. If you notice that they seem to interact more with pages that include videos rather than images, then make video a part of your brand awareness strategy.
The goal is to connect with your visitors by addressing their needs and wants in a website, and by studying their tendencies online, you’ll have data-driven insight on how to keep them coming back to your website.
2. Create a content strategy
Once you’ve gained a solid understanding of your audience, you’ll need to create a strategy for reaching them.
FOCUS ON YOUR STORY
One of the best content topics for increasing your brand awareness is your company’s story.
You can promote your brand in a way that reflects where you started, how you succeeded, and what you believe, along with your company’s values. Keep these aspects at the forefront of your campaign to give a clear picture of who you are as a company.
This can help you connect with your customers on a more personal level and show them who you are, beyond just your products and services.
CHOOSE YOUR CHANNELS
Next, you’ll need to choose which types of content you want to use. There are many that can work well, including:
- Site pages: When people want to learn about a brand, the first place they look is the “About Us” section of a website. Here, they should also find a page that explains and describes your company culture, including your beliefs and work environment.
- Blog posts: Blogs are one of the best ways to drive traffic to your site and one of the best channels for content marketing. You can share your knowledge and become a trusted voice in your industry if you post blogs regularly.
- Downloadable guides: Site visitors love anything free and information is no exception. Advertise a free downloadable guide on the first page of your website or on pages that correspond with what information you’re covering in the guide.
- Videos: Videos are another great type of content that will allow potential customers to see what you’re all about as a company. They give them a behind the scenes look at your company and how you function, which makes them feel like they’re part of the family.
- Webinars: Webinars are becoming increasingly popular simply because you can watch and listen to the information rather than reading it. This is a great content marketing technique that you can even link to in your blogs about similar topics.
CREATE A SCHEDULE
Determine how often you want to publish new content, and stick to that schedule.
It’s important to your brand awareness that you create a consistency within your company—whether it’s the frequency of blog posts or in what tone you write them in.