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12 Ways to Increase Brand Awareness Through Content Marketing

12 Ways to Increase Brand Awareness Through Content Marketing: Develop your brand and gain the recognition you deserve by following these tried-and-true strategies for smarter, more strategic content marketing.

Content marketing remains one of the most effective strategies for generating targeted traffic and acquiring new consumers – and it shows no signs of slowing in 2022.

 

Indeed, new tactics appear to develop annually, enabling an increasing number of content creators to create more intriguing and engaging material.

However, traffic generation is simply one of the several benefits of content marketing. For young and emerging brands, content can serve as a tool to establish a presence. We’re discussing brand awareness.

Here’s how to use content marketing to increase your brand’s visibility and potentially attract new customers.

What Exactly Is Brand Awareness?

Consumer familiarity with your brand, goods, or services is referred to as brand awareness.

There are several levels of brand awareness, ranging from just encountering a brand’s goods to knowing and remembering a brand’s name.

For new brands, merely getting their “foot in the door” is a necessary first step toward recruiting additional clients and gradually boosting their awareness.

Brand Awareness Has an Effect on Search
I’ve worked with a number of clients that have recently launched new businesses and are unsure where, to begin with, their brand awareness plan. I usually emphasize that brand recognition affects search (namely, Google search) and vice versa.

In this approach, brand recognition is inextricably linked to SEO.

Consider the impact of social media trends on users’ awareness of certain brands. This was evident with fidget spinners, which made their social media debut. Then, users began flocking to Google to look for these devices.

As a result, we found a surge in searches for “fidget spinners”… It then rapidly declined after fidget spinners became unfashionable.

With this in mind, implementing a comprehensive content marketing plan has the potential to boost your site’s search exposure and organic traffic. The more users that are aware of your brand, the more they will Google you.

Search Has an Effect on Brand Visibility
Similarly, utilizing SEO effectively is one technique to increase brand awareness. While you may not yet have brand recognition, you can lead users to your website using non-branded search phrases.

For instance, suppose you’ve just launched a new SaaS for business owners’ billing. Even if your brand name is not yet searchable on Google, you can use terms such as “small business invoicing software” or “how to produce a business invoice” to drive traffic to your website.

They will then encounter your new brand for the first time.

How This Affects Your Brand

As a result of the foregoing, content marketing is critical for influencing organic traffic and increasing brand awareness.

Your content strategy should have at least two components: content that promotes your brand across platforms and content that drives organic traffic to your site.

Content marketing can benefit your brand in the following ways:

Increase your social media following
Increase your website’s social/referral traffic
Establish strategic brand alliances
Enhance your website’s organic ranking
Acquire backlinks with high authority for your website
Over time, increase customer retention
This is only a sampling of the numerous advantages of content marketing for brand visibility.

Now, let’s take a look at how to make your content work for you – and how to elevate your brand to household status.

12 Ways to Increase Brand Awareness Through Content Marketing

As an SEO content strategist, I’m a big believer in developing material that fulfills several functions. With this in mind, the following techniques will not only aid in brand recognition initiatives but may also result in increased visibility and traffic on other platforms.

1. Conduct Market and Audience Research

Prior to writing a single word of content, you should establish your target market and the ideal audience for your brand which is one key way to Increase Brand Awareness Through Content Marketing.

Without this step, you risk creating the incorrect type of content on the incorrect platforms for the incorrect audience – thereby wasting your time.

Market research, fortunately, has grown significantly easier now that we have a plethora of tools at our disposal. My personal favorite is Google Forms, which you can use to survey prospective customers and ascertain their interest in brands similar to yours.

The following steps outline how to perform quick and painless market research:

  • Create a Google Form to collect the following information:
  • What is your primary source of conflict when it comes to [key brand topic]?
  • What options have you already attempted to resolve this issue?
  • What were your concerns with their solutions?
  • What would your perfect solution be if you had to define it?
  • What are your objectives with [solution]?
  • Then, leverage your existing social channels, email list, network, and other groups to which you have access.

Conduct a survey of members of your target audience. Aim for at least ten responses.

Compile a list of the most frequently occurring responses to your survey.

Finally, use the findings to help you refine your brand messaging and identify your ideal customers.

I propose using tools like Google Analytics over time to monitor real-time performance and gain a better understanding of who is engaged with your material.

In the meanwhile, an initial survey will verify that you are acting on the basis of audience input rather than your own preconceptions.

2. Identify Your Brand’s Differentiating Factor

To differentiate yourself in your market, you must establish what makes your brand special which is one way to Increase Brand Awareness Through Content Marketing.

This could be a more efficient method of resolving a customer problem, a more economical solution, superior customer service, or a variety of other things we refer to as unique selling factors.

Your unique selling proposition (USP) is a statement that summarizes your brand’s most important selling features and presents them in a way that communicates value to your target audience.

For instance, it is overly broad to state that you are a marketer who provides marketing services. A unique selling proposition such as “X Agency provides bespoke digital marketing services that enable brands to develop at scale, with precision, and with confidence.” This is the true gold mine.

Your unique selling proposition will serve as the cornerstone of all of your marketing activities. It will be what differentiates you in the marketplace, attracts your target customer, and explains to consumers why they should buy from you.

3. Create searchable, non-branded web content

At this point, just a small percentage of individuals may be familiar with your brand, particularly on a brand-name basis. This is where you may leverage non-branded search to generate traffic to your website.

Perhaps you own a local apparel business in Seattle that recently debuted. While consumers may be unaware of your storefront at the moment – unless they chance to pass by – you can still utilize SEO to generate traffic both online and offline. In this scenario, potential terms to target include the following:

  • [downtown Seattle clothing store] receives approximately 320 monthly searches.
  • [vintage clothing store seattle] receives approximately 260 monthly searches.
  • [women’s clothes seattle], which receives approximately 20 monthly searches.

You may next optimize the content of your website – mostly the web pages – for these search terms. If done correctly, you can increase traffic to your website and even local listings (like Google Business Profiles).

4. Establish Strategic Industry Alliances

As a new company or firm, getting your foot in the door frequently entails building close ties with other business owners. Never underestimate the marketing impact of referrals and word-of-mouth.

While in-person networking is undoubtedly beneficial for these objectives, your content marketing can also help. Several strategies for leveraging content to develop industry partnerships include the following:

  • Create thought leadership content on LinkedIn and connect with new people.
  • Join Facebook groups and collaborate with other industry professionals to exchange insights.
  • To increase your following, host a Facebook Live or another type of live discussion.
  • Post educational video content and engage in conversation with other company owners in the comments section.
  • Conduct email outreach in order to develop prospects for third-party publishing.
  • Inviting company owners to contribute to or be interviewed on your blog is a great way to increase readership.

There are numerous advantages to establishing these alliances. For one thing, you can build a sizable referral network for your firm. Second, you may rely on other firms’ authority and reach to share your content.

This is a continuous process that should be continued as long as you wish to increase brand recognition.

5. Distribute Content Through Third-Party Websites

If you’re a new business, it’s likely that your website lacks the authority necessary to propel your content to the top of Google’s search results.

This is very dependent on the age of your domain, your backlink profile, and the amount of optimized content on your site.

Fortunately, you may leverage the authority and influence of other websites to help increase your own. This is how it works:

  • Make a list of industry-related websites that you believe would be interested in publishing your information (think: small businesses, not Forbes).
  • Contact the publisher or business owner via email and inquire about the possibility of contributing blog content on a regular basis. Indicate that this is not for the goal of linking, but rather to share your industry experience.
  • Once accepted, provide articles on areas of interest to your audience (again, keep your USP in mind). However, refrain from self-promotion.
  • Distribute this content to your expanding audience. Analyze the impact of your content’s publication on larger platforms.

“Guest posting,” as this is referred to, is especially beneficial if you have a tiny audience. By guest writer, you may increase the visibility of your experience, material, and, ultimately, brand.

6. Harness the Power of Influencer Marketing

As with the last point, you may leverage influencer marketing to reach a broader audience and it’s an effective way 12 to Increase Brand Awareness Through Content Marketing. This is especially prevalent for e-commerce firms that work with influencers to spread the word about and promote their products.

Read also: Top 12 Countries With The World’s Best Education Systems 2022

Determine which influencers in your sector could be interested in promoting your brand. This could be in exchange for complimentary products or other perks. If they accept, this might be an excellent method to expand your audience.

7. Allow Data to Inform Your Content

The effectiveness of your content marketing is contingent upon the data-driven nature of your content. The “publish and pray” tactic is rarely effective as a long-term strategy. That is why we begin your content strategy by conducting audience research.

There are numerous tools available to assist you in interpreting user data and incorporating it into your content strategy. Among these tools are the following:

  • Google Analytics – to gain insight into performance, user demographics, and user behavior.
  • Google Search Console — to monitor the performance of keywords, click-through rates, and positioning.
  • SEMRush – used for keyword research, competitor analysis, content analysis, and backlink analysis.
  • Hootsuite – a social media management platform that tracks interaction, impressions, and brand awareness.

I recommend reviewing these tools on a weekly basis to determine how your platforms are working, which content is generating the greatest brand recognition, and how consumers are engaging with your website’s content.

8. Develop a Diversified Content Strategy

When you’re initially starting out, determining which channels and sorts of content will resonate the most with your target audience is practically impossible.

Indeed, you’ll need to diversify your content strategy in order to determine which techniques have the greatest influence on your business.

Indeed, your content should function as a vehicle for communicating your business’s principles. This pertains to your unique selling proposition, as described in Step 2.

Then, you can engage your audience with a variety of different forms of content:

  • Videos.
  • Articles for the blog.
  • Podcasts.
  • Infographics.
  • Posts on social media.
  • Videos in real-time.
  • Contributions by others.
  • Interviews.
  • Tutorials.
  • Email marketing campaigns.
  • Advertisements that are not free.
  • Events that have been hosted.

Over time, your analytics will reveal the types of content that consumers are most engaged with. This can help you determine which sorts of material to publish most frequently and which to exclude from your content strategy.

9. Make Use of Social Media Listening Tools

Sentiment analysis employs machine learning to essentially “listen” to online discussions between users and ascertain how they are discussing your business. This can be really beneficial since it enables you to determine whether your brand is being depicted positively (or not).

Additionally, it enables you to take control of the story. While tools like Brandwatch can help you identify what is generating discussion, it is your content that will shape the conversation over time.

Consumer intelligence’s new era has enabled numerous firms to stay ahead of the curve, adjust their perspective, and increase their online recognition.

10. Develop A Strategy For Content Publishing

You may now know what to publish based on your audience research, data analytics, and social listening insights – but really getting the material out there is another issue. Building brand awareness is frequently a delicate process during which messaging and consistency make all the difference.

If your publishing schedule is inconsistent, you risk missing out on opportunities to increase brand awareness. If your messaging is inconsistent, you risk confusing your audience about what your brand is all about.

Read also: Six digital trends that will have a significant impact on living in 2022

Establishing a publishing schedule – with clearly defined topics and dates – will assist you in maintaining a consistent flow of content. Additionally, you’ll have a record of what you’ve already published to avoid duplicating your efforts in the future.

11. Conducting Your Own Branded and Unbranded Conversations

While it may be tempting to attempt to be the single voice for your brand, you should also participate in non-branded dialogues.

  • Are you willing to share your expertise on specific industry subjects?
  • Are you inquiring as to what users are interested in or what they are having difficulty with?
  • Are you taking a position on current trends?

The objective here is to maintain an eye on the broader landscape of your sector, not simply your business. The more you’re able to “discuss business” with your audience, the more opportunities they’ll have to interact with your brand.

12. Do Not Ignore Follow-Up

Once your material is published, you provide numerous opportunities for your audience to come across your brand. However, you can simply go off their radar. This is where follow-up is critical.

This may involve the following:

  • Email follow-up with email subscribers.
  • Retargeting website visitors with advertisements.
  • Initiating interactions with your followers on social media.
  • Maintaining contact with established consumers.
  • Taking action in response to comments and communications.
  • Maintaining communication with your professional contacts and business partners.
  • Allow users to interact with your brand only once and then forget about it. A well-designed content marketing strategy engages people across numerous touchpoints and nurtures that engagement into a relationship that can develop into a paying customer.

Insights Into Content Marketing To Help You Grow Your Brand

When many business owners consider “brand awareness,” they envision creating material on social media and expecting that users pay attention. However, when you leverage insights, your content strategy may become much more, well, strategic.

Your content strategy can be informed by audience research, keyword research, competitive analysis, and website analytics. This ensures that you reach the right consumers with the right material at the right time – and that your brand remains top of mind until the user is ready to buy.

So far we have been able to discuss 12 Ways to Increase Brand Awareness Through Content Marketing.

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