This article was written by:
Jet Saini, owner of dripdigital.com.
Brand awareness has an underrated role in driving sales and revenue. Many believe that it’s a meaningless metric, when in fact brand awareness has a powerful impact on market outcome. It should be the key component of your marketing efforts. If consumers aren’t familiar with the distinctive qualities of your business, they won’t buy from you, which is dreadful in a world that is rife with competition. Exposure is your greatest weapon. You’ll want to show up where the target audience is online to call out to viewers and increase the likelihood of engagement.
Don’t resort to using traditional revenue-driven advertising because you won’t impress anyone. The best way to increase the degree of consumer recognition is to create and distribute relevant, valuable, consistent content. You might be thinking of all the options out there, why is it a good idea to concentrate on content marketing as the main tool for building brand identity. Well, content influences every other online strategy, not to say that it will always be relevant, even if times drastically change. Keep on reading to find out how to increase brand awareness using content marketing.
Gain A Solid Understanding of Your Audience
Target the people who are most likely of becoming customers. Focus your financial resources and brand message on a specific market if you want to generate business. Most importantly, get a good understanding of who will buy your products or services. If you don’t know who these people are, how can you market to them? You can’t, just so you know. Create a buyer persona to catch a glimpse at how your target audience thinks, behaves, and engages. A well-crafted buyer persona will help you create better content.
See what people are searching for on the Internet by typing your keywords into a search engine like Google or Yahoo. Talk to anyone in the organization who has direct contact with leads and customers on a daily basis. They will be able to help you understand the needs, wants, and wishes of the target audience. If you want your message to be effective and your brand to be alluring, you’ll want to take things one step forward. Carry out a large-scale survey and challenge your initial assumptions. The survey will provide solid data that will teach you all about the audience.
Draft A Content Strategy
You need a strategy because it sets the direction and establishes priorities. Have a clearly-articulated strategy in place when doing content marketing. The content strategy refers to the tangible media that you create, whether it’s written or downloadable. Identify the business interests that will be satisfied through the marketing approach and come up with a plan to create that content. This will help you connect with people on a personal level and, of course, show them what your company is about, beyond the products and services.
Responding to the following questions effectively will help you devise a good strategy:
- Who will be reading your content?
- What is the audience’s biggest pain point?
- What makes your business unique?
- What formats will you be using in your content marketing?
- How will you manage content creation and organization?
According to the experts at OptinMonster, roughly 63 percent of businesses lack a documented content marketing strategy, so their efforts are highly unsuccessful. Decide where you want to go and how you’ll get there. Content marketing is a business investment, which means that it will take a lot of time and money. Just like any business investment, it’s designed to provide a return. Be clear about your main objective/objectives and pay close attention to the KPIs that matter the most.
Use Your Company’s Blog as A Marketing Tool
If you don’t have a company blog, don’t waste any more time. Business blogging will get you more visibility, which translates into more opportunities for showing up in search engine results and driving organic traffic to your website. The company blog is a powerful tool in terms of increasing brand awareness. People are constantly on the lookout for new info, so posting fresh content will help you win over customers. It’s recommended to put new content for your readers several times a week. Someone who interacts with you in a certain way is highly likely to buy your product or service.
Above all, your company blog needs to be relevant. If your ideal customer is someone who eats healthy food and has a far-more-holistic perspective on things, you have no choice but to address topics such as outdoor dining and culinary travel. The point is that the content has to be tailored to your target audience. You have to be as specific as possible. The results are worth the entire pain, you can be sure of that. Don’t skimp on quality. Tempting as it may be to publish lots and lots of blog posts, you should better focus on producing relevant articles.
Make the Content Go Viral
Generally speaking, people share informative and professional content. You read an interesting article on a digital marketing blog and can’t wait to share it with everyone. The post provides real value and actionable insights. People share content that they care about and topics that support who they are. Not everything will go viral, though. If the content isn’t fun, engaging, or dynamic, it won’t enjoy a great deal of success. Hard as you work to promote it, you won’t get the number of shares you’re hoping for. So, the question now is: How do you make the content go viral? There’s no universal solution.
If you’d like to get massive shares, maximize social sharing. You’re a new voice within your industry, which is why you should refrain from giving any advice. Instead, mention industry leaders and influencers. Incentivize followers to spread the word around. The likelihood is that your marketing content won’t be organically shared. Many will miss out on the things you’re publishing. To make sure that your posts are viewed by more than a handful of people, offer some incentives. Give people the chance to win a prize for a certain number of shares. Better yet, incorporate a point system. Instant gratification is always appreciated.
Jet Saini is the owner of DripDigital.com – a popular Digital Marketing blog that publishes detailed tutorials that focus on helping people to build and run a successful online business.