Content marketing is one of the most powerful tools in digital marketing that continues to thrive by bringing targeted traffic to your website. Small and multinational brands alike are incorporating content marketing in digital promotion campaigns to make the most out of what social media platforms have to offer.
The best part about content marketing is that it always keeps growing. There are new strategies at play every few weeks, and if you’re slow at keeping up with them, your reach may not be progressing at the rate it could be.
So, as we step into a new year with the latest technologies and marketing techniques making headway, what can you do to build brand awareness using content marketing? Read below to find out.
How Does Content Marketing Influence Brand Awareness?
Brand awareness refers to your target market’s familiarity with the services you’re offering, your products, and your brand itself. There are different degrees of brand awareness. Some people only know about your brand from its name, while some remember it because they have purchased your products.
This is where content plays an integral role; it builds brand awareness. Just go back a little and think about how fidget spinners became popular. Someone posted content on their Instagram while using fidget spinners. Soon rather than later, Google Search Engine was blasted with hundreds of questions regarding the new product on the horizon.
Keeping this in perspective, with the help of a holistic content marketing strategy, you can drive more traffic to your website, generate leads, and have far more potential to convert them into sales.
Let’s put it this way; the more people are aware of your brand, the more they will search about it on Google. This drives more traffic to your website, Instagram, Facebook, and social media profile.
5 Ways to Build Brand Awareness Using Content Marketing
You can incorporate search engine optimization (SEO) in your marketing campaign and content marketing to influence brand awareness. People may not know about your brand as of yet. But you can conveniently use non-branded search terms to drive more traffic to your website.
Wondering which content marketing strategies will help you out in this regard? Here are a few to begin with:
- Always Start by Researching Your Target Market
Before you create a content marketing strategy, the first thing you need to do is figure out who your target market is and what are the demographics of the people you’d like to reach out to your brand.
Most brands make this one common mistake: not researching their target audience. They don’t know their interests, what kind of content they like, and what approach will resonate with them.
So, always do your research before you come up with a content marketing approach.
- Define Your Brand’s USP
If you want to impact your target audience, you need to define your brand’s unique selling proposition, i.e., your brand’s USP.
Once you launch a business, you already know plenty of competitors working in the industry, selling the same product, or offering the same services. So, why should the customers choose you?
To sell your brand, tell your target audience how you’re offering them a solution that no other brand has ever done. Portray yourself as the problem solver; only then you will make it far.
Source: Pexels
The only way your content marketing campaigns will work is by using data to drive your content. Various tools available on the website and social media platforms will let you interpret user data and then forge content strategies to make the most out of your reach.
Some of these tools include:
Use these tools to monitor your website’s activity every week. It will allow you to determine which content marketing tactics are working and which aren’t. You can tailor your strategies to suit your needs and reach more audiences.
- Use a Diverse Approach
It is impossible to know which platforms will resonate more with your target audience. You are also unaware of which kind of content will click more with your market.
Some demographics resonate more with visual content, while others may be okay with reading blogs. A few content marketing tools are as follows:
- Blogs
- Videos
- Podcasts
- Social media posts
- Infographics
- Tutorials
- Interviews
In this regard, we recommend that you incorporate a diversified approach to reach more audiences. Use blogs, podcasts, videos, and social media posts on different platforms to target a diversified audience across different platforms.
This will drive more audience to your website while building impeccable brand awareness.
- Capitalize on Influencer Marketing
Lastly, content marketing is directly linked with influencer marketing. Influencers are creators with their own audience and promote your products or services in return for preset cost.
With the help of influencer marketing, you can reach out to potential target markets and share more user-generated content. Hiring influencers is an incredible way to build brand awareness and increase your business’s recognition.
Common FAQs About Content Marketing
Answering some of the most frequently asked questions about content marketing below.
- Why is content marketing important?
Content is the core of everything you see on the internet. People go through the website, search for reviews, and get as much information as possible about a brand before making a purchase. Content plays a vital role in every marketing tactic, so it is important to build your brand’s digital presence.
- Does content marketing work?