Content marketing is going to continue to be a powerful tool for driving traffic and winning new customers in 2022.
New strategies are constantly emerging, giving content creators more opportunities to produce interesting and engaging content.
Content marketing can help new and growing brands to increase brand awareness. Traffic generation is only one of the many benefits of content marketing.
Content marketing is a strategy businesses can use to create visibility for their brand and attract new customers. Content marketing involves creating and sharing content that is relevant to your target audience with the goal of engaging them and eventually converting them into customers. To be successful with content marketing, you need to create content that is interesting and valuable to your target audience, and then promote it through various channels such as social media, email marketing, and SEO.
What Is Brand Awareness, Really?
This is the level of consumer awareness of your brand, goods, or services.
The level of brand awareness is determined by how much customers know about a brand. The level of brand awareness is determined by how much customers know about a brand. This can range from them having encountered the product before, to remembering the brand name.
For new brands, starting with just a few customers is a way to increase visibility over time.
Brand Awareness Influences Search
I have had many clients who have created new brands and have not been sure where to start when it comes to increasing their brand’s visibility. I always explain that brand awareness is connected to search engine visibility (for example, how visible the brand is on Google) and vice versa.
There is a close connection between brand awareness and SEO.
1. Social media plays a role in users’ discovery of new products. 2. Fidget spinners became popular after appearing on social media. 3. People used Google to learn more about fidget spinners after seeing them on social media.
The following text explains how fidget spinners became popular and then lost their popularity. We saw searches for “fidget spinners” increase as they became more popular, but then searches decreased sharply once people lost interest in them.
If you want to improve your visibility on search engines and increase the amount of organic traffic coming to your site, you should consider adopting a holistic content marketing strategy. When more people are aware of your brand, they will be more likely to search for you on Google.
Search Influences Brand Visibility
Similarly, you can use SEO to increase brand awareness. Even if people don’t know your brand name, they can still find your website using generic search terms.
For example, if you have just launched a new invoicing software for business owners, you can target terms such as “small business invoicing software” or “how to create a business invoice” to attract users to your website, even though your brand name may not have any Google searches yet.
This will be their first experience with your new brand.
What This Means For Your Brand
This means that content marketing is necessary to improve your organic traffic and increase brand awareness.
Your content strategy should be aimed at both getting your brand name out across platforms and 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
There are several benefits to content marketing when it comes to brand visibility. Some benefits include enhancing audience engagement, building a strong relationship with your target audience, and improving your search engine optimization.
Now that we know the basics of content marketing, let’s take a closer look at how to make your content work for you and turn your brand into a household name.
11 Sneaky Content Marketing Tactics For Brand Awareness
I believe that creating content that serves multiple purposes is a great way to improve visibility and traffic. The following strategies can help improve brand awareness, as well as increase traffic on other platforms.
1. Research Your Target Market And Audience
Before creating any content, you should identify your target market and the ideal audience you want to reach with your brand.
If you do not complete this step, you may create content that is not appropriate for the audience or platform, and you will waste your time.
The advancement of technology has made conducting market research easier than ever before. One particularly useful tool is Google Forms, which can be used to survey potential audiences and measure their interest in brands.
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?
- What issues did you have with those solutions?
- If you were to define your ideal solution, what would it be?
- What are you hoping to accomplish by [solution]?
Make use of your social media platforms, email list, professional network, and other online communities you are a part of.
Ask people who would be part of your potential audience to participate in a survey. The goal is to get at least 10 responses.
Tally up the most common responses from your survey.
Use the information gained from the analysis to help shape your brand’s message and identify your ideal customers.
I recommend using tools like Google Analytics to track performance over time and to better identify who is engaging with your content.
You can ensure you are operating based on audience input by doing an initial survey.
2. Define Your Brand’s Unique Selling Proposition
To be successful in your market, you need to have a unique selling proposition that sets your brand apart from the competition.
There may be many reasons why this is a better way to solve a customer problem. It could be more efficient, more affordable, or provide better customer service. There could also be a range of other benefits that make it unique.
Your USP is a statement that explains what makes your brand unique and how that can benefit your target audience.
For example, it is not specific enough to say you are a marketer who offers marketing services. A more specific statement would be, “X Agency offers bespoke digital marketing services to help brands grow with scale, precision, and confidence.” This is where the real gold is.
Your unique selling proposition (USP) is what sets you apart in the marketplace, attracts your ideal customer, and defines why consumers should buy from you. It will be the foundation of all of your marketing efforts.
3. Give Your Social Presence Some Personality
Your social media presence shouldn’t look like everyone else’s.
While this may seem obvious, many brands make the mistake of becoming too mechanized.
Some people take a very safe approach to social media, only posting pictures or links with a few hashtags.
The way to stand out is by understanding what people care about and delivering it in an interesting and compelling way. If you want to stand out, you need to deliver what people care about in an interesting and compelling way.
Moonpie is thriving because of their unique voice and funny personality.
It would be easy for them to post generic promos, but their off-the-wall personality is what has made them so endearing to followers.
“Personal” is the key word to remember when thinking about promoting your business on social media. Your followers want to see posts from a real person that show the human side of your business. That’s why selfies and posts with stories typically do well on social media.
Instagram pages that focus on story-based content, like Humans of New York, have amassed nearly 8 million followers. These pages are successful because they touch on the emotions of their fans.
You should always try to create unique content because it makes your social presence more development. Your voice is also one of a kind, so you should try to make it stand out.
Before you hit “post” on your next social media update, take a moment to consider whether or not your message sounds like something a robot would say.
4. Fine-Tune Your Profiles
Recognition is a key element of building brand awareness.
When people look at your social media, they should be able to understand what you’re all about. They should also be able to tell that it’s you, and not someone pretending to be you.
ThinkGeek has a clean logo and nerdy Facebook cover photo to match their brand. Your social media profile should be an extension of your brand.Think about how your profile looks to potential customers and make sure it is consistent with the image you want to project.
The same logo and branded bio copy is used on both Pinterest and the company website.
If you want someone to pay attention to you, you need to have a clean, well-optimized profile and photo. This will help you spell out your brand to someone who might not know you.
5. Make Your Posts Pop
Most of our brand awareness tips involve being creative to score points with followers.
oVertone is a prime example of a company that makes use of color in both their Instagram bio and content.
The content promoted by this company serves two purposes: it showcases the company’s brand voice and encourages users to “like” the company’s content on Instagram.
If you’re not taking eye-popping images of your products, that’s no problem. The principle of making your posts pop is just as true in content marketing.
If you want your posts to stand out, try to make them look aesthetically pleasing. Even if you’re not great at design, there are many image creation tools that can help you create attractive imagery.
6. Tag Others to Get Them Talking
Tagging (@ mentioning) is a great way to increase brand awareness because it is quick and easy, and it amplifies your content.
When you tag someone on Twitter or Instagram, they immediately get a notification. This is a great way to get more engagement, and it also makes a positive impression on other people in your industry.
If you have an opportunity to praise someone, do it.
7. Harness the Power of Hashtags
If you’re looking to increase engagement on your social media posts, try using hashtags. According to our guide, posts with hashtags tend to receive more engagement than those without them.
Network-specific hashtags are not necessary for every post, but they can be useful in expanding your reach to new potential fans. Smaller, niche tags help to connect you with like-minded individuals who are passionate about the same things as you.
Consider creating your own hashtag to increase brand awareness. Smaller, local brands can use their own branded hashtag, just like bigger brands. This will reinforce your identity and encourage others to engage with you.
8. Encourage Creative Commenting
Like tagging, people get notifications in real time for social comments.
It’s not really worth it for brands to put much effort into comments on social media since most people don’t bother coming up with anything interesting to say.
One way to stand out on social media is to post creative or thoughtful comments. This is also a chance to show the personality of your brand to potential followers.
9. Repurpose Your Content
As a marketer, you are probably looking to increase brand awareness across multiple networks.
If you want your content to be successful on social media, you need to make sure it is tailored to the platform you are using. What works well on Instagram might not be as effective on Facebook or Twitter.
If you have a great case study, one way to make it more successful is to turn it into an infographic. This will help you get more shares and links.
This means that content and captions that are not tailored to a specific audience will not earn your brand much attention.
Photos. Videos. Blogs. Your stuff. Other people’s stuff.
It is important to have new social media content prepared in advance to maintain a interesting feed for your followers.
10. Own Branded And Non-Branded Conversations
You shouldn’t only focus on branded conversations, but be present in other conversations as well.
- Are you sharing your knowledge on certain industry topics?
- Are you asking users what they are interested in or what they are struggling with?
- Are you weighing in on recent trends?
The purpose of this is to stay up-to-date with what is going on in your industry, not just your business. The more you are able to discuss your industry with your audience, the more opportunities you have to show them your brand.
11. Don’t Forget The Follow-up
You can keep your brand on your audience’s radar by following up with them.
This may include:
- Following up with email subscribers via email.
- Running retargeting ads to website visitors.
- Initiating conversations with your social media followers.
- Following up with existing customers.
- Responding to comments and messages.
- Checking in with your professional contacts and partners.
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