Relevance – Delivering content creation by device, location and user preferences to create effective personalized experiences.
Consistency – Providing every customer at every touchpoint with a unified voice that conveys a clear brand identity.
Creativity – Making unique and unexpected customer experience by freeing up resources to focus on new ideas.
Speed to market – Launching campaigns that capitalize on new trends quickly with efficient workflows and content tools.
Building better brand experiences means modernizing how you manage content. Streamline your content operations and make every piece of content work harder for your brand. That way, marketers spend less time managing content and more time using content to build memorable digital experiences that convert customers.
Content is the foundation of your brand. How you structure that content affects how you deliver it to customers. An agile content platform is the future — content should be able to flow seamlessly from creation to endpoint, without the limitations of traditional CMS’s.
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.
- Creating a schedule in place helps to keep your plan on track. Without it, you’ve got a map with no roads.
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.
3. Use your company’s blog as a tool for brand awareness
There are numerous benefits of writing a company blog, so if you don’t already have one, we highly recommend that you create one as soon as possible. It gives your company a voice in your industry, and can be a valuable tool for building your brand awareness.
Here are a few tips to help you build your brand on your company’s blog.
Produce new, unique content
People are always looking for new information. If you post the same information as your competitors, it won’t help you stand out in your industry.
For your potential customers to consider you a unique company, you have to produce one of a kind content.
Granted, we all know it’s difficult to come up with innovative new topics all the time, but the time and effort it takes are worth the results.
- One option is to take a topic that has been written about before, break it down, and talk in detail about one of the smaller components. Find a different way to talk about something that has been done before, just not in the way that you’ve done it.
Taking new angles on topics within your industry can help you establish your brand as innovative and authoritative. If your content fails to be either of these two things, you’re not facilitating your brand awareness.
Another important part of creating unique content is ensuring that the information you are using is accurate. If you’re using content as a way to build your reparation, it needs to be accurate and trustworthy in order for your current and potential customers to trust you and your brand.
Choose topics that your audience is interested in
When choosing new topics for your blog, study what your audience is interested in. For example, if a lot of your Twitter followers have been asking the same question, consider writing a blog about it.
This gives you the chance to show your authority and knowledge on a topic you already know your audience wants to learn about.
You could also write on topics that give your audience an inside look at your company. For example, you could write a piece of content about a behind-the-scenes look at how one of your products is made. Everyone likes an inside scoop!
Look at what your competition is posting
Do a little detective work and see what kind of blogs your competition is posting to see what topics are doing well.
You should never copy content, but you could easily rework general ideas that are helping your competitors connect with customers.
For example, if your top competitor releases a blog every week that utilizes a how-to video, you could consider posting a video or webinar weekly as well.
4. Participate in the community
Customers love purchasing from brands that share their values and give back. If you’re an active member of your community, this can be extremely valuable to your content marketing strategy.
You can use your community involvement to increase brand awareness by highlighting it in your online content in several different formats.
One of the best ways to tie your community involvement to your content strategy is to post photos. If you’ve participated in a fundraiser or taken part in a community event, publish the photos on your site and social channels.
Videos are another great way to show your community participation. If a few of your employees ran in a charity race, post a behind the scenes look at the action!
Videos of your team in action are a great way to highlight your community involvement and show customers that you care about giving back.
5. Send email newsletters
Sending email newsletters is one of the best ways to keep your company at the forefront of customers’ minds.
You can easily inform them with news about your company, tips that help them accomplish their goals, and content like free guides related to your industry.
Here are a few tips to help you make the most of your email newsletters.
Link to your most recent content
Linking to your recent content is a way to make sure your audience doesn’t miss any of your posts.
If you’re spending time creating new content, you want to be sure your target audience reads it. Otherwise, it can’t help you reach your goals.
Link to your recent content in social media or on the homepage of your site to direct your audience to new blogs, articles, webinars or podcasts, just to name a few.