Content marketing continues to be one of the most powerful methods for driving targeted traffic and winning over new customers – and it shows no signs of slowing down in 2022.
In fact, new strategies seem to emerge every year, empowering more content producers to create more compelling and engaging content.
Traffic generation is only one of the many perks of content marketing, though. For new and growing brands, content can be a way to put themselves on the map. We’re talking about brand awareness.
Here’s how to use content marketing to drum up visibility for your brand and even attract new customers in the process.
What Is Brand Awareness, Really?
Brand awareness refers to the level at which consumers are familiar with your brand, goods, or services.
There are varying degrees of brand awareness, from simply having encountered a brand’s product to knowing and remembering a brand by name.
For new brands, simply getting their “foot in the door” is a starting point to acquiring more customers and increasing their visibility over time.
Brand Awareness Influences Search
I’ve worked with many clients who have launched new brands and aren’t sure where to start when it comes to their brand awareness strategy. I always relay that brand awareness plays a role in search (meaning, Google search) and vice versa.
In that way, brand awareness is not at all removed from SEO.
Think about how social media trends influence Cayman Islands Phone Number users’ awareness of certain brands. We saw this with fidget spinners, which made their debut on social. Then, users flocked to Google in search of these toys.
Thus, we saw searches for “fidget spinners” increase… and then quickly decrease once fidget spinners fell out of vogue.
With this in mind, adopting a holistic content marketing strategy has the potential to increase Search visibility and drive organic traffic to your site. The more users are aware of your brand, the more they will search for you on Google.
Search Influences Brand Visibility
Likewise, using SEO to your advantage is one way to drive brand awareness. You may not yet have name recognition, but you can use non-branded search terms to drive users to your website.
For example, say you just launched a new invoicing SaaS for business owners. Even though your brand name may not have Google searches yet, you can target terms like “small business invoicing software” or “how to create a business invoice” to attract users to your website.
Then, they will have their first encounter with your new brand.
What This Means For Your Brand
All of the above means that content marketing is essential to influence your organic traffic and drum up brand awareness.
Your content strategy should be at least two-fold in terms of creating content that gets your brand name out across platforms and in driving organic traffic to your site.
Content marketing can help your brand:
- Attract more followers on social media
- Generate social/referral traffic to your website
- Form strategic brand partnerships
- Improve the organic ranking of your website
- Earn high-authority backlinks to your site
- Improve customer retention over time
These are just a few of the many benefits of content marketing for brand visibility.
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Now, let’s dive into how to make your content work for you – and turn your brand into a household name.
12 Content Marketing Tactics For Brand Awareness
As an SEO content strategist, I’m a huge fan of creating content that serves multiple purposes. With this in mind, the following strategies will not only help your brand awareness efforts but potentially increase your visibility and traffic on other platforms.
1. Research Your Target Market And Audience
Before you ever type a word of content, you should determine your target market and the ideal audience you want to reach with your brand.
Without this step, you risk creating the wrong type of content on the wrong platforms for the wrong audience – and wasting your time in the process.
Fortunately, market research has become far easier now that we have many tools at our disposal. My favorite is Google Forms, which you can use to survey potential audiences and gauge their interest in brands like yours.
Here’s how to conduct quick and easy market research:
Create Google Form with the following questions:
- What is your #1 struggle when it comes to [primary topic of brand]?
- What solutions have you tried already to solve this problem?
- If you were to define your ideal solution, what would it be?
- What are you hoping to accomplish by [solution]?
Then, use your social channels, existing email list, network, and other communities you have access to.
Survey people in your potential audience. Aim to get 10+ responses.
Tally up the most common responses from your survey.
Finally, use the insights to inform your brand message and who your ideal customers may be.
Over time, I recommend using tools like Google Analytics to track real performance and better hone in on who is engaging with your content.
In the meantime, however, an initial survey will help ensure you are operating based on audience input, not your own assumptions.