Have you ever heard people say, “Content is King”? Well, they are not wrong though.
Brand awareness is a lot more than people just recognizing your business name or your logo. Brand awareness is not only about the audience knowing the name of your brand, but it is also about telling them and making them understand the qualities that make your brand unique.
In order to make this distinction clearer and more evident, your content needs to highlight the qualities that set your brand apart from your competitors.
Let’s dig in a little deeper and understand what is content marketing and why it is the need of the hour today.
Content marketing is at the heart of most successful digital marketing campaigns. Today, content marketing plays a vital role in spreading strong Brand Awareness. Strong content empowers you to show your customers who your company is and what your brand represents.
Priorly, content marketing was used to only be a way to set your brand apart from your competitors, but today it has become a necessity for every modern brand. According to a study from the Content Marketing Institute, more than 90% of B2B marketers prefer to use content marketing strategies to build brand awareness over time.
How to use content marketing to increase brand awareness
Content marketing comparatively takes a little more time and effort but it is important for achieving your brand goals in the long term. Here are some of the tips for using content marketing to increase brand awareness:
1) Understand Your Target Audience
The first step to creating your content marketing strategy is to set and understand your target audience. If you want to connect with the people in your target audience, you need to cater your content specially to them.
But before that, you should figure out who your audience is. This step is the most important for all marketing strategies. You have to consider demographics, location, online behaviour and a lot more to determine the flow of your content.
It is important to appeal to their interests, values and behaviour to make them understand that you are dedicated to providing them with the best product or experience. In the end, your goal is to address their needs to keep them coming back to your website.
2) Analyze the Data
This one is quite interesting. The most popular way to analyze data is using Google Analytics. With that also use free tools that help brands track traffic and interactions on their site and collect data.
Mostly use the analytics’ landing pages report to see how traffic is flowing to your site through strategy segments like paid ads and search engines. The Analytics platform also lets marketers see audience information with reports on demographics, interests, geographical location, what devices they are using, and more.
3) Draft a Content Strategy
Now that you understand your audience and their behaviour, you can start creating strategies to reach them. The best way, start off by telling your consumers about your brand. Create an “About” or “Our Story” page where you can tell your consumers who you are and what you do and also why you are different from other competitors. .
Your story allows them to connect with you more than just your products and services. This helps you build trust and encourage customers to visit you again.
Apart from telling your story, there are many other ways you can use content marketing for brand awareness too. Also, consider building content for other pages of your website like Blogs.
4) Blogs for brand awareness
Blogs and inbound marketing materials are meant to take advantage of audiences that are already interested in your products/services.
Guides, how-to content, and informational pages are some of the topics that help readers move along when they are shopping or are curious. With that, they also help your brand seem more authoritative.
Your blog posts are going to be your brand’s bread and butter. Be it creating traction information wise or SEO. They are one of the most effective ways to navigate search traffic to your website and are among the best marketing channels for content marketing. Not only you can share your knowledge and stand out in the market, but you can also become a trusted source for your industry.
When creating blog content, make sure to do it regularly. Be it every week or every month or every day, try to do it regularly because being consistent is as important as just creating the content.
5) Participate in the community
Consumers love doing business with brands that interact with their customers and share their values and give back. If you are an active member of your industry, this one can be extremely valuable for your content marketing strategy.
You can use community involvement to increase brand awareness by highlighting it in the online content in several different formats.
6) Post photos and videos
One of the best ways to keep your customers glued to you or your brand is to post photos and videos frequently. For instance, if you have participated in a fundraiser or taken part in a community convention, your audience would want to see some pictures and videos of those events.
This segment is a great way to show your community participation.
Also, videos of your internal team in action is a great way to highlight your community involvement and show customers that you care about giving back to society.
7) Send email newsletters
Another way to keep your clients or consumers stay hooked to your brand is by sending them email newsletters frequently and keeping your company at the forefront of their minds.
You can frequently inform them about your company’s news, or give them tips that may help them accomplish their goals and content like free guides. You can also provide links to your most recent works.
Providing links to your latest works is a way to make sure your audience does not miss any of your works. Also, let them know you’re happy to speak with them
8) Social media posts
Social media platforms like Facebook, Twitter, Instagram and LinkedIn are some of the great platforms to promote your content and reach a larger audience.
These platforms allow users to share your content at just the click of a button, and your brand along with it.
Social media platforms like these are great for content marketing because the information you share with your followers is not only available to them on one platform but their friends can view them across many platforms as well. By posting something on social media, you are opening doors for your content to go further than just your audience.
Also, social media allows users to share their comments and opinions, which you can respond to in order to form relationships with your potential customers.
Playo: Our amazing content marketing project
Playo is an app that allows users to make hustle-free court bookings and also help players meet new players. We worked on the brand language along with strengthening the social media presence through content marketing that helped Playo gain a lot of social media traction.
See our full work on Playo here.